Rémi

Brand identity and product language across apparel and cultural outputs

Creative leadership spans concept development and creative direction, operating at a foundational level to establish brand identity, product language, and cultural expression. The work shapes Rémi across apparel, packaging, digital tools, media, and collaborative outputs.

Visual language operates through graphic development, pattern design, product naming, and campaign expression, aligning collections, communication, and community objects into a cohesive and recognizable brand presence.

Concept Overview

Rémi is a bicycle apparel brand built around friendship, spontaneity, and the joy of riding. Performance metrics and podium logic give way to long routes, unplanned stops, shared drinks, and collective laughter. Defined by Belgian and French cycling heritage, the brand carries cultural depth without competitive posture. Unisex by nature and social by design, Rémi moves through forests, cities, and coastlines with equal ease, where cycling, classic gear, and good times intersect.

BRAND EXPRESSION

Rémi expresses a practical approach to bicycle apparel rooted in comfort, function, and visual identity. Collections balance technical construction with everyday wearability, prioritizing ease of movement and practical use. Visual language supports this approach through distinctive graphics across collections, communication, and community-facing objects.

Products & Function

Product system prioritizes comfort, adaptability, and everyday utility. Garments are designed with relaxed silhouettes, functional detailing, and durable construction, supporting varied body types and riding styles. Each piece balances movement, longevity, and graphic expression without relying on performance-driven technical excess.

Collection

The collection forms the foundation of an evolving apparel system. Core pieces establish consistent silhouettes, materials, and graphic language, translating the Rémi identity into wearable form while allowing flexibility for seasonal updates and future expansion.

Packaging & Collateral

Packaging and collateral support product presentation and brand recognition. Materials, pattern application, and finishes reinforce consistency and quality, extending the visual language beyond apparel into collectible physical touchpoints.

Extensions & Collaborations

Rémi extends beyond apparel through partnerships and digital tools supporting connection, documentation, and shared use. Extensions apply the brand’s product language and visual systems across new formats, maintaining alignment with riding culture while expanding functionality through platforms, objects, and collaborative outputs.

The Rémi App

Digital platform supporting route planning, ride documentation, and shared references. The app connects locations, routes, and user-generated content into an organized archive aligned with Rémi’s product and community framework.

Profile: User profiles compile biographical notes, saved routes, ride logs, and visual references into a personal riding record.

Ride: Route planning tool structured by terrain and intent, supporting stops, detours, and points of interest.

Community: Shared feed for publishing ride updates, images, and route information across the Rémi network.

Collaborative Potentials

Collaborations extend Rémi through adjacent categories including food, drink, craft, and outdoor living. Partnerships focus on limited-edition products developed through shared production values and aligned design language, resulting in objects that integrate naturally into riding routines and everyday use.

The Companion: Red wine collaboration developed for post-ride use. Southern France blend, Vin de France classification, 2025 vintage, 13.5 percent alcohol.

The Boost: Coffee collaboration produced as a small-batch whole-bean release. Medium-roast single-origin Colombian coffee, roasted and packaged in Milano for everyday brewing.

The Nest: Compact shelter concept developed with camping equipment manufacturers. Designed for short-term stops and overnight use, supporting rest and shelter within multi-day riding contexts.

Voice & Reach

Voice and reach define how Rémi language and imagery circulate across apparel, campaigns, collaborations, and digital platforms. Communication maintains a consistent editorial tone applied across visuals, products, and media, supporting recognition and clarity across all brand-facing channels.

Core Messaging

Core messaging is articulated through declarative phrases applied consistently across branded visuals, products, and campaign materials.

Primary brand tagline

Brand foundation line

Community brand line

Discovery brand line

Lifestyle brand line

Attitude brand line

Marketing

Marketing operates through structured visual campaigns presenting apparel within repeatable contexts. Campaigns align imagery, styling, and graphic systems to support consistent communication across digital platforms and brand partnerships.

Good Times, Long Miles: Campaign presenting apparel across varied riding surfaces using consistent visual systems and styling.

Together, Somewhere Else: Campaign documenting apparel worn across different locations, routes, and travel contexts.

Easy Company: Campaign highlighting silhouettes and seasonal patterns through styled visual compositions.

Editorial Media

Video content documenting rides, locations, apparel use, and brand-related activity.

CULTURE

Culture defines the references, practices, and shared systems extending Rémi beyond apparel. Music releases and member markers operate as structured outputs, supporting documentation, recognition, and continuity across riding-related activities. Cultural expression is maintained through repeatable formats that reinforce shared reference points within the Rémi ecosystem.

Music Program

Music functions as a curated output distributed through playlist releases. Each release follows a consistent structure, supporting use across riding routines, daily listening, and group activity while maintaining alignment with Rémi’s broader visual and editorial language.

Playlists

Curated playlists released as part of an ongoing music series within the Rémi program.

Community

Community activity is structured through participation markers and shared identifiers. Recognition systems support documentation of involvement while reinforcing continuity across rides, locations, and organized activities.

Members Only Patches

Embroidered patches issued as ride or event-specific identifiers, retained as physical records of participation.

VISUAL LANGUAGE

Visual language defines how Rémi is identified across apparel and communication. Logos, symbols, and patterns operate as a cohesive graphic system applied consistently across garments, packaging, digital platforms, and brand materials.

Logo System

The logo system establishes Rémi’s visual marks through primary and secondary logos, supporting consistent identification across apparel and communication.

Primary wordmark establishing recognition across garments and brand-facing materials.

Graphic Elements

Graphic elements reinforce identity through symbols and patterns applied across apparel and communication.

Iconography

Graphic symbols derived from everyday objects and riding-related environments, used across apparel and communication.

Patterns

Graphic patterns interpreting surrounding environments, applied across apparel and digital materials.