Fresh from the field: Chapter 2, Onfire Design

3 months ago by

This week’s Fresh from the Field reveals a 3-dimensional graphic design project completed by Onfire Design for Chapter 2.


If you’ve got new or recent work that you’d like to share in our weekly Fresh from the Field series email Zoë for details.


Well-known designer, architect and bike racer, Michael Pryde recently opened the latest chapter of his professional life with the birth of a brave new bike brand, Chapter 2.

With direct to consumer online sales growing within the cycling community, Michael saw the opportunity for a new bike frame that would appeal to customers around the world. Dedicated racers, fashionistas and hobbyists alike!

Collaborating with Onfire Design in Birkenhead, Auckland, ‘The Road Less Travelled’ was established as a brand idea. Maori illustrator, Mohi Toko, was commissioned to develop a visual approach that emphasised the birthplace and origin of the brand. The blue green of melting alpine rivers alongside snow-white mountaintops inspired the colour ways.

Onfire’s restrained Chapter 2 graphics complement the bike frame’s clean lines and technically advanced construction. The brand story and the graphics were rolled out across packaging, apparel, e-commerce website, stationery, as well as the frames themselves.

As for results, 75% of annual sales were achieved in the first 2 months along with the establishment of worldwide distribution agreements. Demand has now outstripped supply!

What’s more, Chapter 2 is among the finalists for the 2017 Best Design Awards.


See more from Onfire Design at: www.weareonfire.co.nz



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