MAAP LaB
MAAP is a globally renowned cycling brand founded in Melbourne in 2014, known for its high-performance, technically engineered apparel.
SERVICES
Brand
Creative Direction
Identity
Packaging
Social Media
BRIEF
Introduce a dynamic sub-brand for MAAP Lab, a flagship retail concept that seamlessly blends product and culture, positioning itself as a central hub for creative dialogue and a world class retail experience within the local cycling community. The new identity needed to elevate MAAP’s core values and design credentials, and merge approachable, lo-fi elements for a sense of warmth and positivity, creating an engaging experiential environment that genuinely resonates with the MAAP community and cyclists.
RESPONSE
We built a distinctive identity for MAAP LaB using brand typeface Monument Grotesk, and integrated the existing MAAP logo to establish a cohesive lockup. The resulting graphic is simple, approachable, and visually evocative of movement, capturing the essence of cycling.
To complement the mark, we developed a flexible graphic system with a library of expressive colourful patterns to be used across brand touch points, catering to the diverse spirit of different store rides and events. The graphics bring energy and dynamism to the overall LaB experience.
OUTCOME
Aligning with the broader core values and energy of MAAP, the energetic identity system for MAAP LaB appeals to both experienced cyclists and those new to the sport, creating a welcoming cultural hub for the cycling community. MAAP LaB stores have now opened in Amsterdam and Seoul.
CREDITS
Photography: Courtest of MAAP
Typography: Monument Grotesk (Dinamo)
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