Dismount Bike Shop in Oakwood Village, Toronto is a welcoming space for all those interested in bikes. I was extremely fortunate to work with Dismount leading up to their grand opening. I took the logo they already had and built an identity around it. We designed outdoor and in-store signage, cafe menus, paper goods, merchandise and digital.

Before beginning the design process, we discussed the many tropes and pitfalls of bike shop branding. It was essential that the shop felt welcoming and inviting to all. I took inspiration from the name Dismount; get out of the saddle and enjoy your company and surroundings. With this in mind, I steered clear of the familiar bike shop aesthetic promoting speed, recreation and intensity. Instead, we developed a modern brand that is calming and inviting.