Best Awards 2023 Bennys Bike Shop Small Brand Identity

Brand Identity for Benny's Bike Shop

Benny Devcich lives and breathes cycling and is legendary in the New Zealand bicycling community. As a former mechanic for professional cycling teams in the toughest European races, World Championships and the Olympics, Benny understands bicycles from how they are made, the ergonomics of a rider to their bike and specialist components.

Upon his return to New Zealand, his new venture was to set up a boutique bicycle shop that would not stock bikes; it would instead be the go-to place for professional bike fitting, high-end service and hard-to-find bicycle components that only Benny himself could source through overseas contacts. Having worked extensively within the bicycle industry, he approached Onfire to create the brand for this go-to shop.

Benny is a larger-than-life character and is infamous for his meticulously manicured moustache. We knew he and the facial hair should be at the heart of the new brand. Inspired by early 20th-century bicycle head tube graphics and emblems, the bespoke wordmark and moustache icon are modern-retro in style. These styling cues will have emotive relevance for consumers who know and love bicycling culture. The colour palette is intentionally simple, relying heavily on a British racing green, which sports teams heavily used in the early 1900s. The brand has been applied in various executions across printed collateral, signage, branded cycling uniforms and promotional items – even hot branded into the wooden ramp that allows easy bicycle access up the steps to the store.

The result is a shop that is just as much a destination and experience rather than a service centre, which pays homage to the history of cycling and Benny himself.

#567 #568 #569 #570 #571 #572 #573 #574 #575

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