A bike that is fast

Retour is a new sustainable brand in Scandinavia with a mission of building new bicycles out of an abandoned, broken bicycle. The bikes are manually refurbished, painted, and complemented with hand-picked quality parts. 

Category→ 
Arts & Culture
Work→ 
Visual identity, art direction
Awards→ 
TBA 
Client→ 
Retour

Purpose and Need

To create an environmental project through social entrepreneurship and meaningful work has always been the main purpose of Retour. They come up with the idea of recycling the abandoned bicycle and create a new bicycle from it. Retour offers inclusive jobs—training youth as mechanics. Retour needed a profile that reflected the name and the concept of their project.

Retour creates inclusive jobs by employing and educating passionate youth, that for reason are outside the job market or studies.

Bleed managed to create a perfect visual identity that fits with the concept, easy to implement, recognize-able yet unique and different.

— Runa Klock, co-founder @Retour.

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Implementation Method — Animated profile

The name Retour is a tribute to the ‘tours’ of the cycle sports. It’s also a metaphor for the bikes, given another tour, and re-activation of the younger generation. Our design solution provides Retour to have an animated profile that reflected that idea. The infinitive animated profile represents Retour as a re-cycling that always moving forward.


Result

We constructed a custom typeface for the logo. The letter “O” has a playful visual, that represent a broken tire. We would like to create a simple, yet a distinct visual that communicate Retour in both static and dynamic implementation.

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Oslo  ↝  Vienna