Key elements were integrated within the crest to captivate the essence of performance vs. style, whilst communicating the brand’s geographical roots. The typography and logotype were explored in tandem, using vintage cycling ephemera as a main source of inspiration.
Isaque Kirschner, a passionate cyclist from Brazil, came to Six with his vision of a contemporary cycling apparel brand. He required everything from a name and identity, to a website, apparel design and promotional collateral.
The final logo and overall direction was designed to convey a contemporary brand that recognised and celebrated the pedigree at the root of the sport. The modern styling with vintage nuances gives the brand its own unique identity, within an increasingly competitive market.
Six worked with lifestyle photographer and videographer Paul Calver to capture the character and spirit of the brand. Additional photography was shot by Diego Cagnato.
Kirschner is now recognised as the most discerning cycling apparel brand in its native country.
A unique aspect of this project was extending the identity across the entire apparel range, including the design and art direction of jerseys, bib shorts, caps, socks and accessories.
The mountain graphic was applied across all jerseys, not only creating consistency across the range, but also providing a powerful motif that could be recognised from a distance.