Wide Open RoadFun European Cycling Tours
A European cycling tour operator from Melbourne with a twist. Wide Open Road offer several yearly group tours with an emphasis on making sure the group have fun, eat the best food, and enjoy the epic ride. The brief: redesign their brand identity, develop some supporting product, then bundle it all together with a new website while stepping away from the conventional approaches to the category and competitors. To solve this problem, the proposed rebrand strongly referenced classic cycling culture, minimalist European graphics and grids, traffic signage typography, and repetition of patterns. The end result is fun yet sophisticated, with big type in small bites. Visually simple, but meticulous detail.