Premium brand identity for a French retail sports network — combining cycling, running, and outdoor gear under one roof
Routes&Roads is a brand for a retail sports network in France. The stores feature bicycles, running gear, cycling accessories, and outdoor products from well-known international brands including Specialized, Alpina, Apidura, and others.
The task was to create a brand that reflects the philosophy and assortment of the network. The naming — Routes&Roads (Paths and Roads) — carries multiple layers of meaning: "Routes" evokes hiking and outdoor tourism paths, while "Roads" speaks to cycling and road sports. Together, it sounds premium and expensive, evoking associations with Rolls-Royce, while carrying a distinct French charm.
The brand guidelines include recommendations for store interior design, ensuring a consistent and premium customer experience.
The task was to create a brand for a retail sports network in France. The challenge: the brand needed to sound premium and sophisticated while maintaining French charm — all while representing a diverse assortment of cycling, running, and outdoor products under one roof.
The naming had to work on multiple levels: reflect the product categories (cycling = roads, hiking/tourism = routes), sound expensive and premium, and have a distinct French character.
Naming Strategy: The name Routes&Roads was carefully crafted to work on multiple levels. "Routes" evokes hiking trails and outdoor tourism paths, while "Roads" connects to cycling and road sports. Combined, it sounds premium — evoking Rolls-Royce — while maintaining French charm appropriate for the French market.
Visual Identity: A rich green color was selected — a classic French color frequently used in retail store design across France. The logo was developed to be easily readable and instantly recognizable at various sizes.
Retail Design Guidelines: Created comprehensive brand guidelines that include recommendations for store interior design, ensuring a consistent and premium customer experience across all locations.
Routes&Roads represents a sophisticated retail destination for sports and outdoor enthusiasts in France, offering premium products under one roof.
What was delivered: A complete Routes&Roads brand with full visual identity system and retail design guidelines. The brand successfully balances premium positioning with French charm while representing the diverse assortment of cycling, running, and outdoor products from well-known international brands.
Results: The brand provides a cohesive visual identity that helps position the retail network as a premier destination for quality sporting goods in the French market.
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