Blowing the dust off a heritage brand, bringing it closer to the experience and boundless possibility of its products.
Brooks England is an iconic saddle brand, exemplary in the world of cycling, rooted in nostalgia, tradition and craft. Our brief was to evolve the brand as opposed to completely revolutionising it. We wanted to re-tailor by building on its iconic foundations to make it more relevant, contemporary and appeal to a wider audience, to bring it closer to experience and possibility of its products.
The collective ambition was to really root the product in the experience of cycling bringing it closer to the possibility, discovery and lifestyle benefits of hobby whilst respecting the tradition and craft of the Brooks brand.
Our approach paid respect to their founding spirit and expertise in their craft but encourages a more future facing outlook to cycling – as art, as an experience, as a practice.
The Brooks brand’s evolving product range was an important factor in the evolution of the brand and also demonstrates the idea of tension. The classic products, traditionally made and born of heritage, faithfully continuing the traditions of ‘yesterday’ and an innovative collection of category defining carbon fibre and natural composite creations that truly champion a vision for ‘tomorrow’.
“We wanted to express that sort of fluidity and flexibility and freedom that comes with cycling.”
Alistair Webb, Creative Director, Made Thought