Whilst the inspiration for the identity is rooted in the heritage of cycling, we were keen to create an agnostic canvas for both Raptor Bikes and the myriad of events and partners using the space. The geometric pattern intrinsic to the brand is a nod to both the classic cycling jerseys of yesteryear and the rowing clubs of the embankment. A sophisticated Thames blue sits alongside a delicious Flat White at the core of brand, creating a base that gives a platform for messaging, with a Blazer Red employed when we need to grab the attention.

It’s rare that an identity can lead the direction of a brand but in this case, working with the owners, we crafted a friendly and welcoming attitude that has seen a community quickly flourish. Keen to make The Clubhouse part of their daily routine, cycling visitors can book their bikes in for a service, commission a bike fit and discuss their dream Raptor bike build, all whilst enjoying the finest specialty coffees and pastries. A full programme of rides, live racing and events keeps them coming back.

From the signage, internal graphics and printed paraphernalia within the café to the vibrant online presence, we have designed a flexible brand and identity that can grow as The Clubhouse does.

Photos courtesy of Moloko Cycling and Max Clarke