Epick Bikes

The project started as ethos design: writing down what the company believes before deciding what it should look like. That order mattered, because the identity could then be checked against something everyone had agreed, rather than against taste.

Most bicycle brands in India sell on components and price. Epick wanted to reach people still deciding whether to ride at all, which is a different conversation.

Everything is organised around one line, Be the shift. It reads as an invitation to the rider and as a description of what the company wants to be in its category.

It also had to hold on every surface the brand touches, from a billboard to a cap and a business card, which is the real test of a campaign line. The system covers the ethos document, the identity, the campaign and out-of-home, retail and showroom graphics, merchandise and rider kit, and stationery.

The ethos document was the most useful thing we made, and it was treated as a preamble. I would now present it as the first deliverable, with its own sign-off, before any visual work is shown.