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Caffeine & Cranks — Brand Identity & Creative Direction
A complete visual identity concept created for Caffeine & Cranks (C&C), a cycling-inspired brand that combines the energy of coffee culture with the performance and lifestyle of cycling.
The project explores a bold, contemporary visual language through a combination of brand identity, typography, color direction, apparel graphics, packaging design, and campaign art direction.
The visual system was designed to feel energetic, youthful, and performance-driven while maintaining a distinctive lifestyle aesthetic. The identity is applied across cycling apparel, packaging, promotional graphics, and brand communication to create a cohesive visual experience.
Scope of work:
Brand Identity & Logo Development
Art Direction
Typography & Visual Language
Color Palette Development
Cycling Apparel Design
Packaging Design
Marketing & Campaign Visuals
Brand Application & Mockups
The overall direction focuses on creating a recognizable identity that connects cycling performance, caffeine culture, and modern streetwear aesthetics.
Pairing coffee culture with cycling gives the identity a lot of room to play. On the kit itself, did the C&C mark come first and get scaled to the garment, or did the cut and seams of the suit shape how the mark sits on the body?
The C&C mark came first as the core of the identity, but its placement and scale were refined around the garment’s cut and seams. I wanted it to feel naturally integrated with the kit rather than simply placed on top, while keeping the mark clear, balanced, and recognizable when worn on the body.
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