Quick Release Bicycle

Quick Release is a bolt and cam lever that allows cyclists to manually adjust the saddle height or remove the wheels. More importantly, it is a shop that forges an environment of inclusiveness regardless of cycling experience, gender, homestead or know-how. This dynamic brand paints the backs of shirts for anyone who is fueled by adventure and seeks to recharge by freeing themselves from restless weekends and post-work slumps.

SCOPE
Brand Identity
Brand Positioning
Tagline Development
Apparel
Illustration

A Logo with Energy

The logo needed to feel optimistic and carefree. Like a release of energy, imperfect and quick. The wordmark was created by using a modern typeface with industrial roots. The reversed lean and speedlines give it momentum while the bold, vintage Americana color choice further pushes this concept. The expanded identity system as a whole adopts this stylized approach creating a cohesive set of gritty yet refined variations. We also included important assets to the identity set, such as a maker’s badge, illustrations that can easily be translated to merch and the shop mascot and dachshund, Baxter.

Free Yourself

After getting to know the company, we found that at the heart of it, the client wanted to share his passion for cycling with others and encourage them to use evenings and weekends to escape their monotonous 9-5’s. “Free Yourself” was born out of never-ending spirit & energy to exhaust. It serves as a the shop’s mantra.

QRB is still in the process of integrating the rebrand and have opened up their doors in a new location in Chambersburg, PA. Origin teamed up with QRB to envision the brand in use through signage and apparel so that they can feel empowered to dive into their new branding arsenal when the timing is right for them.