Giro d’Italia

The Giro d’Italia is a cycling race akin to the Tour de France that, as the name suggests primarily takes place in Italy. As the Tour de France is famed for its Yellow Jersey, the Giro d’Italia is famed for its Pink jersey.

Tweeks Cycles wanted to show an affiliation with its target audience who aspired to the Giro d’Italia. They also wanted to show the range of brands they stocked that were Italian and aimed squarely at the target audience. We developed an idea that illustrated the brands as typography relative to their position on the rider/bike. As a nod to the pink jersey I made the advert pink and went for a high contrast, simple kind of look. The rider is bursting out of a frame which contained the brand core values.