Work Kalas

Studio Echt - case study - Kalas
  • Print Design
  • Visual Identity
  • Food & Retail
  • 2019

One of the world’s best producers of cycling apparel tasked us with improving their brand identity. And so, the gears and wheels in our heads started turning and we ended up designing them a new communication strategy, claim, hashtag, and visual identity.

Changing a logo that’s been worn by Olympic winners and world champions that hasn’t been altered since the company’s inception in 1991 was a challenge we spent more than twelve months on. But it was a challenge we couldn’t pass up.

Today, we watch as the brand rides towards success, as we continue with them on their latest strategies for new collections and designs

Passion 2023

In addition to the design itself, this type of work involves a lot of trend-setting research, like conducting surveys on colour use to find which colours will be ‘in’, 2 or more years in advance. Add to that a lot of (re)prints, demo jerseys, and concept “reality checks”, when physical objects look completely different from what they looked like on the computer.

Working on the Passion collection was also unique because, alongside it, we’ve created a communication strategy for the whole brand, as well as a strategy for creating collections and their relative hierarchy.

On top of the collection, we’ve handed over the collection creation manual and the brand’s communication manual.

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