MAAP is a renowned global cycling brand founded in Melbourne in 2014, known for its high-performance, technically engineered apparel, designed to excel in all cycling conditions. TRiC has been working with MAAP since its inception, helping establish the core brand identity and collaborating on various projects over the years.

In 2022, MAAP approached TRiC to create an identity for MAAP LaB, their first fully experiential store located in Collingwood, in Melbourne’s inner-city. The store would showcase MAAP products in an elevated environment while also acting as a hub for creative dialogue and collaboration with the local cycling and cultural communities. The brief was to develop an identity that reflected MAAP’s design principles and brand values with a more approachable and low-fi aesthetic.