Hjul & Ram
Identity and online shop for a workshop that restores old bicycle frames and sells them in new colours.
Overview
Hjul rescues old steel frames, strips them and paints them in colours you would not find in a bike shop. Most sales still happened by word of mouth.
Approach
We photographed each bike where it would actually live: against a yellow wall, on a beach, in Paris traffic. The shop shows every frame from the side at the same scale, so you can compare them like paint swatches.
Outcome
The waiting list for restored frames passed three hundred names in the first spring.
More work
