OBJECTIVE The objective was to re-brand in order to help sell a practical, functional, home-grown product*; a product that enables mountain bike enthusiasts to enjoy their sport while minimising limitations.
CONCEPT The bike rack is the only vertical car rack that fits any mountain bike in North America; Thus, the rack takes up no more space when holding either 2 or 6 bikes. The overall branding was kept simple to focus on featuring the product's unique selling point; the final logo mimics the bike tire alignment when mounted on the car rack. The orientation of most of the marketing material was made vertical, just like the product itself.
*This was a theoretical student project. North Shore Racks is an existing product: northshoreracks.com.