Creating a cycling brand,
with differentiation

The Result

Creation of a new cycling brand, delivering:

- Naming
- Identity
- Brand guidelines
- Art direction for shoots
- Packaging
- Retail website design

The Competitive Edge

Clear differentiation and stand-out amongst a crowded, almost homogenous competitor set.

In 2013 we were approached by three friends with one main passion. Cycling. By their own admission they described themselves as “a small group of middle-aged paunch-wielding souls” whose love and passion for their sport drove their desire to champion a brand aimed at celebrating the ‘odd men out’ of the cycling community.

We were asked to help them create an easily accessible cycling brand. Aware that much like themselves, we have a history and love for all things sport; they handed Pangaea the job of creating a brand completely from scratch.

Before long, Black Sheep was born. Pangaea came up with the name, created the identity, crafted brand guidelines, art directed photoshoots and designed the first collection of tees and packaging. This was all wrapped up in the website we designed for them. Check it out here at black-sheep.cc