In 2016, REI decided to reinvent its house bicycle brand, Novara. We developed a new identity, Co-op Cycles, that tied more closely to REI’s master brand. Working with strategists and creative directors, I created the manifesto, brand statement and brand personality for Co-op Cycles.
Initially, the brand statement was meant to be internal-facing only, but the product-design team liked it so much, they put it on all the packaging for the brand.
Product hangtags with brand manifesto
Brand statement on packaging
Poster campaign
