Disrupting the world of cycling with a bold new brand identity
Client
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Industry
Sport
Role
Branding & Design
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Tour de Tietema aims to disrupt the world of cycling to make it more accessible. Their identity must question the unwritten rules in the cycling industry and emit accessibility, connection and professionalism, while staying away from superiority. For Tour de Tietema, real experiences are more important then getting on the podium.
Jasper Bunschoten and I gave shape to their identity and create a matching shirt and bike design as the prime bearer of the brand values. We did this by creating a playful style that invites self-expression and is critical towards cycling conventions.
Credits
Branding & Design: Matthijs Nolst Trenité, Jasper Bunschoten
Tour de Tietema: Devin van der Wiel, Luuc Renema, Bas Tietema, Josse Wester, Maarten Duinveld
Bike painting: Unlimited Colors
Bike production: Cannondale
Shirt production: Sportconfex
© Photography: Tour de Tietema
Disrupting the world of cycling with a bold new brand identity
We developed a visual direction based on stickers. Stickers are versatile and can represent memories, inside jokes, logos, new projects, and merchandising. Our sticker style empowers Tour de Tietema to express themselves however they want, granting content creators the freedom to use them authentically and in various formats. The style is flexible for use in both digital and physical products, and allows for personalization and the telling of their unique story.
To disrupt the cycling world, I designed "The Rocket" - the Tour de Tietema x Cannondale bike for the 2023 season.
By including stories of community members in the design of the shirt we honour the everyday cyclist and show that all rides have something special.
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