Velo Bike Co.
Velo Bike Co. handcrafts custom steel bicycle frames in Italy. We executed their complete rebrand, designing the frame details, head badges, and a custom web system.
The Badge: An engraved brass badge that represents the Italian workshop heritage, matched with dry letterpress typography.
Craftsmanship Detail: Steel tubing requires high-temperature brazing. We photographed the raw metallic heat-tinting and made it the core element of the brand's color palette, featuring rich rust-orange and industrial steel-grey.
A steel bicycle frame is welded by hand, tube by tube. The brand identity must carry that exact same weight of craftsmanship. It needs to smell like metal filings and hot oil.— Founder, Velo Bike Co.
Print & Collateral: Along with the frame decals, we designed hand-letterpressed hangtags and user manuals, utilizing thick cotton stock and blind debossing for tactile quality.
The Web System: The digital storefront is built to feel clean and documentation-like, prioritizing black-and-white photography of workshop processes over slick marketing layouts.