Language of lines

Cycling has become second nature. We take the same routes. Wear the same equipment. We are not in the slow lane. With Ebar, bring the mountains to the streets unlocking a new sense of speed and energy.

I have created a stretched typeface inspired by road markings and wheel spokes. These characteristics have been developed to support the brand, on and off pack applications. The motion of the running bear suggests a sense of power and direction.

Facing cyclists at eye level, the audience is introduced to the brand on their morning and evening commutes. With the wheels positioned towards the higher end of the market, the visuals enforce the idea that owning a set of Ebar wheels means you own the cycle lane.