We worked with a new bike accessory company, Link, for a complete branding package as Link prepared to launch their first product: the Framepack.



Framepack is an ultralight bike bag that uses the frame of your bike for support, and packs down small enough to be stored under your bike seat. Since Link planned on launching more products down the road, we were tasked with creating a brand system that would work for both the company and for any and all of its future products.


Link’s products are made for young, urban professionals and students who use their bikes to get around the city. Diving in deeper, we found that Link's founder preferred masculine brands, and especially admired brands with clean design aesthetics that relied on photos to tell a story about the product.

We presented three different moodboard directions, but one stood out above all: a brand that utilizes strong typography, negative space, and simplistic illustrations to deliver a clean and straightforward message.


After we had an aesthetic to work with, step one was to tackle the logo. Link's founder preferred a simple wordmark over a pictorial mark, and was looking for something bold and minimalistic. We put a few custom typeface options in front of Link, as well as tested out a wordmark with an abstracted bike chain link locked up next to it. In the end, Link went with the custom wordmark: something that is clean, modern, and no-fuss.


When it came to colors, Link wanted more close advising because they weren't sure what would work best. We presented a few variations, but after conversations with Link, decided to go with a simple color palette: black, white, and bright red. The pop of color is eye-catching, but not too wild for Link’s taste.


The patterns and photography treatments emerged from the final logo selection. The red overlays electrify the images and make a white logo overlaid on them impossibly clean. As for pattern, the stripes give movement and dynamism to simpler images.

We had such a blast working with Link, and can't wait to support their future products!

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