A new identity for a bike shop

Rubino Bikes · Retail · 2026

Positioning, logo, colour and typography for a bike shop whose identity had grown over the years.

The question: Rubino sells and repairs bikes in Nuenen, since 2001. The identity around it had grown over the years: a logo here, a colour there. In the shop, on the bike and online it always looked slightly different.
The approach: We started with the positioning and built the whole system from there: logo with the ruby, navy and magenta, typography and visual language. Tested where the brand really has to live: on the frame, on the cycling kit, in the shop and in the communication.
The result: Shop, bike and communication now draw from the same source, and that helps with everything that comes next.
Services: Brand Development

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