YETI Cycles
The heavy use of black with pops of color mimics Richie Rude’s overall quieter personality while appreciating the premium design of this Special Projects bike. Each checker on the top tube represents a win in his career totaling 24 by the year 2025 and leaves plenty of room for more. The local bike trails from his hometown are the roots of his passion and start at the bottom of the down tube while the custom camo and trees on the seat/brake stays and drop post pay homage to woods of Connecticut.
This project was designed to create a concept collection line around Yeti Cycles new special projects bike for Richie Rude. This collection highlights narrative by redesigning the graphics of the bike/kit to more accurately reflect Rude’s story and refocus the design it back to the athletes it was made for.
Richie Rude Collection
Deliverables: Brand Identity, Bike Frame, Jersey, Pants, Gloves, Merchandise, Research
Research and Process
Photo research.
