New brand identity and packaging work for Strykk, building on the original foundations we developed for them in 2018. Whilst our underlying strategy remains the same, a number of external factors have led to the need to reinvigorate the brand and re-align the growing portfolio.
We’ve built on the strong colour palette, bringing in a wider set of bold and complementary tones to increase standout and build better differentiation between products. Typography opts for a more refined sans serif and a slight coming of age, moving from the unruly uppercase Futura Condensed used previously, to a more conversational approach. As before our focus on tone of voice remains confident and unapologetic, a key pillar of the brand.
At the heart Strykk remains disruptive and steadfast in its unwillingness to just fit a mould. A bold approach that needed a bold brand, unapologetic and full of energy. We’re not about kooky craft, forced aspiration or self-importance. Uniquely summed up as; All the spirit. None of the alcohol.
“Limited Edition Design has been at the forefront of Strykk’s brand and visual identity since its inception in 2018. When tasked to overhaul and update the packaging and identity, a clear, comprehensive, and succinct sprint process was followed from start to finish – and at the highest standard. What has resulted, we feel, is a truly world class brand and visual identity, all packaged up neatly in a set of bullet-proof Brand Guidelines to mark the next stage of our business growth.”
Tom Glover, Brand Manager, Strykk
Agency: Limited Edition Design
Creative Director: Paul Greeno
3D & Motion: Sergio Beggiato
Photography: Jeremy Baile
Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.
We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.
The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.
Concept & Creative Direction: Limited Edition Design
Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker
Cycling has always put emphasis on place – From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena – where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, hopes of our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.
Having explored options to shoot in Tenerife, and then Mallorca, and then turning our own frustrations into an opportunity to go back to the drawing board and be more creative. It became clear from the process, that actually, do we want to be seeing images of other people riding those iconic and sunny roads? Social influencers were flouting the rules, and our patience, time for Plan C – F*ck it, Fake it… time to be more playful, embrace our home roads and put a bit of fun back into cycling, like so many have found in lockdown. Own it.
Concept & Execution: Limited Edition Design
Client: Le Col
Photography: Michael Blann
Retouch: Phil Borg
Production: Squire & Thom Green
Our latest campaign for Le Col’s Pro Air range of cycling jerseys. The Pro Air Collection is the ultimate in lightweight summer racewear and needed an approach that showed off its unique fabric construction.
Additional campaign for the Recycled Pro Air jersey, made from recycled plastic bottles.
Video Production Squire Studio
Director – Jay Creagh
Executive Producer – Phil Tidy
Photography Michael Blann
Bug is back, showcasing music videos on the big screen, hosted by Adam Buxton.
Each event has its own model bug crafted from pieces of dismantled film and music equipment. Each bug is photographed from overhead, mimicking old taxidermy, and is coupled with big bold typography and a paired back colour palette.
BUG’s objective is to give big-screen exposure to the most awe-inspiring new work in music videos. That means everything from work by well-known masters of the medium to young newcomers working on zero budgets. The sub-heading of BUG – The Evolution of Music Video – refers to the new democracy in videomaking created by the digital revolution – both in creating and distributing work. BUG is all about brilliant visual ideas, and as such BUG consistently unearths amazing new filmmaking talent. See more here.
