Case Study

The Swedish and Finnish word vatt translates to flow; either of water or electricity. Therefore, a lightning bolt was the inspiration behind this cycle wear brand. The VA section of the word is displayed, which also resembles a bicycle frame. Overall, this abstract logo implies motion, appropriate for a sportswear brand.

The geometry and balance in the logo could then be applied to a repeat pattern. At a small scale, this creates a woven fabric effect, inferring the craftsmanship of Vatt's products.

While individual pack design was applied for each of the four jerseys, a cohesive aesthetic was created for the range. These vibrant tubes are designed to sit proudly on a point of sale and engage consumers, in contrast to other cycle gear which can be uniformly black.

Abell Design provided thorough creative direction for Vatt. The services engaged were:

• Brand design
• Print design for packaging and labels
• Creation of the brand's digital aesthetic
• Briefing a photographer and videographer