Brooks

Founded in 1866, Brooks England built its name on applying the craft of a horse saddle to the bicycle. Its workshop has since pushed handmade saddles into bold, innovative spaces – but over time, the essence of the brand had become trapped in heritage, disconnected from the cycling experience and the people who use them.

Brooks

The Insight

The craft and design were there, but Brooks’ story was missing that sense of endless potential for where a bike could actually take you. Its saddles are made to be ridden freely into new landscapes, cultures and beyond.

The Idea

‘For boundless journeys’ became our founding direction – a phrase built to carry Brooks out of the workshop and into the landscape. We authored a new brand mark, stamped into the leather of every saddle. The three ventilation holes – a long-standing hallmark of Brooks’ – stepped forward as an icon in their own right, acting as a portal into all the journeys people could start. Packaging told the story of craft in a modern voice, moving past the period aesthetic that had defined it.

The Impact

Brooks now had a platform to embrace what their products had always been made for: invitations. Since our work, they’ve used their new forward-facing character to lead expedition rides into the Himalayas and across India — a reflection of a brand liberated from the confines of its legacy.

Expertise

Design

Services

Brand Creation, Strategy

Art Direction Visual Identity