Branding @ Meró
Velo Sister is an online shop and community for women who love cycling. They donate fifty percent of their profits to charities, and was launched because of the positive impact cycling can have on mental illness. The owner wanted the new brand identity to convey a sense of adventure, fun, and female empowerment.
Inspired by a sunny Californian lifestyle and aesthetic, I set out to create a new visual style for the brand, that was energetic, positive, and would make cycling as cool as skating is. I created a new logo, from a process of experimentation with pens and ink by hand, to create different textures. From concept to creation I was the lead on this branding project, with overview from the Creative Director. This is one of my favourite projects, and the first time I’ve heard a client squeal with happiness.