Cyclists First

2012 has been a year of great British sporting achievement – particularly for cycling. The team won a record number of medals at the Olympic and Paralympic Games and just weeks before, the country caught Wiggo fever as Bradley Wiggins stormed to gold in the Tour de France, becoming the first British man to ever win the race.

Building on the surge of interest in cycling, CDW were asked by Yellow Jersey Cycles to develop their brand identity and first new store format.

Yellow Jersey puts the focus firmly on the cyclist – both leisure and competitor. Leading brands are to be sold in-store and on a dedicated website in an environment that prides itself on being at the forefront of cycling knowledge. Everything from road, mountain and hybrid cycles are sold as well as top of the range accessories.

The team thoroughly enjoyed this project – so much so that we’re now donning our very own lycra and heading for the hills. A vision not for the faint hearted!