Overview
Bombtrack wanted a t-shirt design that communicated their brand ethos, (simple, uncomplicated, confident, no fuss and fun), as succinctly as possible whilst not conforming to the usual clichés of bicycle apparel design.
Concept
We went back and fourth on a few copy concepts that communicated the brand tone of voice, daring to be different, not following the crowd and fiercely independent. We felt that the rider's choice of path led customers to Bombtrack rather than anything else so the phrase 'For the road less travelled' spoke to the brand the most.
The confident statement and implication of a rough and rugged road helped set the visual direction. Imperfect and textured with a bold confidence.
