Bike Matters

Bikes. Exploration. Passion.

Brand identity
Bike Store


Develop a visual identity driven by the intention of becoming iconic within the Surf Coast’s cycling community.


This unique bike store, owned and run by World Champion 24hr Single Speed Mountain Biker Scott Nicholas, required a simple yet distinctive mark. The mark achieves a seminal quality through the abstract ‘BM’ representing the region’s network of trails and the speed of mountain biking. A stripped back colour palette and hero imagery brings the identity together.


Only recently launched, the mark has already gained high recognition in the region. The minimal colour palette and lively imagery supports a positive in-store experience for cycling enthusiasts.