Hunter Cycling started as a small store in Braamfontein with the aim of creating a dedicated and inclusive community of cyclists in Johannesburg. When Hunter Cycling moved into a larger space with the aim of producing their own range of bicycles, they required a re-brand to reflect their shift of gear.
Our brief was to design and develop a new identity for Hunter Cycling, to brand a range of high-performance bicycles in a classic design style, as well as to design their e-commerce store on the Shopify platform. As a South African brand, we chose the African wild dog as the inspiration for our design. The wild dog presented itself as the perfect mascot for Hunter, because like cyclists they too are pack animals—they are also known as Africa’s most efficient hunters. The logo is comprised of three wild dog silhouettes framed in a shield reminiscent of the crests found on classic bicycles. The name Hunter was written in a slab serif, hinting at the bicycle design from classic 1960s–1970s era of cycling. A monochromatic colour pallet was selected, with only a hint of red in two stripes based on the angle and weights of the wild dog logo.
Photography by Bernard Brand.
Visit the website: www.huntercycling.com
