A brand identity project for Rubric Repairs, a fictional bicycle repair business servicing inner-city Sydney. Rubric is headquartered at workshop in Sydney's Inner West and operates a fleet of three repair vans.
Project Goals
The aim was to create an energetic and lively visual identity that appealed to trendy and conscious inner-city professionals. It was important that the brand's expressive and artisan image be balanced with strong sense of utilitarianism. Rubric wanted to convey to it's audience that a business which pays attention to detail in it's branding will do the same when it comes to it's service. This rebrand ultimately reflects company's main mission: to reassure clients that they're in safe hands and that their experience with the brand will be as smooth and hassle-free as possible.