Fresh From The Field — Benny’s Bike Shop – By Onfire Design

8 months ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.

Inspired by early 20th-century bicycle head tube graphics and emblems, Onfire take us through their recent branding work for Benny’s Bike Shop

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The Brief

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 in the shop working on a bike
Image of Benny's bike shop clothing
Image of Bennys' Bike shop signage on the building

The Design Response

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.

Details of Bennys' bike shop patches, business card, and image from above of Benny working on a bike
Detail shot of hands working on biking equipment
Image of exterior of Bennys' bike shop
Image of details inside the shop
Image of Bennys Bike Shop community mixed with graphics

The Design Team

Creative Director: Sam Allan

https://www.weareonfire.co.nz/
https://www.linkedin.com/company/onfire-design/
https://www.facebook.com/onfiredesign/
https://www.instagram.com/onfiredesign/

The Client Team

Benny’s Bike Shop


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