In the heart of the South Loop of Chicago, sits the unassuming storefront of Cycle Bike Shop.
The shop has been a neighborhood staple for years, but without needing to go there for a cycling repair emergency, you would never know it even existed. I wanted to change that.

I decided to give the shop a rebrand, or it’s first brand identity at all for that matter.

The shop is known for its cluttered, garage like disarray - I wanted to give them a proverbial haircut, and provide the brand with a clean & modern look that pays homage to the South Loop aesthetic.