Brand
·
2026
Orrin Cycles: drawn from the frame
A builder of small-batch gravel frames needed one identity as precise as its geometry, so we drew the whole brand from the frame itself.
Client
Orrin Cycles
Year
2026
Services
Brand identity, Content & motion
Duration
10 weeks
Challenge
Orrin Cycles welds steel and titanium gravel frames in batches of forty and sells every one of them direct. After eleven years the brand had grown the way a workshop does: three logos on three decal sets, five slightly different oranges, and a geometry chart that only the founder could read. Riders paying $2,450 for a frame were comparing it with bikes that cost half as much, and the website gave them no reason to think otherwise. Orrin asked for one identity as considered as the tubing, and a sizing page that would end the daily stream of fit questions.
Approach
We started at the bench, not at the logo. The frame diagram became the system: every model gets a numbered geometry poster, drawn to scale, with the same hairline grid behind it. The wordmark is cut at the angles of the head tube, and one colour, Signal Orange, is used only where the rider touches the bike. Decals, hang tags and the size chart sit on a single grid, so a rider can compare any two frames in ten seconds. Frame Forest, a deep green taken from the powder coat, carries everything else. Nothing is decorative that cannot also be measured.
Outcome
The identity shipped with the spring frame release, on decals, hang tags, packaging and the product pages. Orrin now keeps one logo, one orange and one chart, and the workshop prints its own tags from our templates. Riders can read a frame at a glance, and far fewer need to ask whether a 56 will fit. The founder says the best result is quieter than the numbers: customers now send photographs of the geometry poster pinned above their own workbenches. We handed over the guidelines in week ten and still look after the files every quarter.
Results
+41%
Direct frame orders in the first season
−52%
Sizing emails to the workshop
5 → 1
Oranges in use across the brand
