Art Direction
Tone of Voice
Brand Identity
Brand Roll-Out
3D Visuals & Animation
Jersey Design
Out of Home Advertising
Social Media
Website Design
Strategy:
HOAM Studio
Art Direction, Tone of Voice, Brand Identity, Brand Roll-Out, 3D Visuals & Animation, Jersey Design, Out of Home Advertising, Social Media & Website Design.
Strategy:
HOAM Studio
Velor founders came to us with a challenge that they struggled with brand differentiation, often perceived as a generic cycling gear company lacking a distinctive visual identity. Without recognisable design elements, their apparel failed to stand out, limiting organic brand recognition among cyclists. To address this, Velor needed a unique, functional, and purpose-driven design strategy that would make their gear instantly identifiable.
The solution, rooted in the concept of “Wear Our Heart on Our Sleeve,” integrates high-visibility patches that serve both as safety features and sustainability storytellers. These patches enhance recognition, communicate Velor’s eco-friendly initiatives, and foster a sense of community among cyclists. Additionally, the introduction of a gradient texture inspired by topographic maps reinforces the brand’s adventurous spirit while symbolising its commitment to sustainability.
The impact has been profound, with both existing and new customers responding positively to the refreshed identity. The new design language has significantly increased Velor’s visibility, positioning it as a leader in sustainable cycling gear. More than just apparel, Velor’s gear now represents a movement—connecting cyclists through shared values of exploration, responsibility, and authenticity.
