The design challenge was to rebrand or create a brand that has yet to be created. Through observing the bike community in Norman, OK and my travels throughout Europe, I noticed a need for the active people of the city to gather. I saw an opportunity to create a new place on Lake Hefner that targeted an array of audiences.
A brand was designed with the concept of both a bike shop and cafe in mind. This concept is where the tagline “fuel your ride” derived from. The word mark is designed to be a connected form that has an active personality along with the tagline that is an italic to create a sense of movement. The colors were pulled from inspiration of active wear and outdoor environments.