Après Vélo – had become known as essentially a cycling Tee-shirt brand in a saturated market. Après Vélo wished to evolve into a premium cycling lifestyle brand offering a broad and eclectic range fashion and cycling inspired products.
Already known for its quirkiness the task was to retain the core elements of the brand in developing a new brand positioning, identity and supporting collateral.
The positioning of ‘distinctly stylish with a twist’ was developed to articulate AV’s approach, offerings and guide future fashion and product development. A new upmarket identity and look was applied to the existing website structure to launch the brand.
With a twist