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.
PROJECT SCOPE
Identity/Logo Design
Brand Positioning
Tagline Development
Apparel Design
Illustration
DEFINING OUR GOALS
QRB felt stagnant in their current branding and didn’t feel that it best represented them at their core. They wanted to generate buzz before a big move and hone in on a younger audience in addition to their daily riders. They wanted to evoke an experience that was vibrant, engaging and freeing.
BRAND IDENTITY
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.
CRAFTING THE PERFECT TAGLINE
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.
INTEGRATING THE IDENTITY
QRB is still in the process of rebranding and is opening up their doors in a new location in Chambersburg, PA. We worked together to help them envision the brand in use through signage and apparel so that they can feel empowered to dive into their new branding arsenal.
