Coonecting with a new generation of cyclists Brooks England was renowned for its handcrafted bicycle saddles. To succeed in the cycling market, the business needed to reach new customers with new products.
Scheybeler helped Brooks identify the authentic essence of its brand: craftsmanship, the best materials and its industrial heritage - attributes that would define a diversified product range.
Hand-hammered copper rivets are used to finish every traditional Brooks England saddle. The same copper features in Brooks’ new range of bags and accessories.
Brooks always uses the best available materials. For some products that means leather. But now, Brooks products also come in durable modern fabrics and plastics.
Brooks grew from the crucible of the industrial revolution in the English Midlands. The raw finishes used on the packaging evoke a fitting industrial aesthetic.
Scheybeler reworked Brooks’ typography, making it simpler, more consistent, more modern but still recognisably industrial. This new system is more impactful in both digital and print.