Lexus Gran Fondo

Merging the luxury world of Lexus with the adventurous world of cycling, we created the branding for a weekend-long event filled with challenging rides and exclusive food and wine experiences.

Gran Fondo is the Italian name for a long-distance cycling event in which a large number of cyclists ride a marked route. Since Lexus drivers and avid cyclists have a lot of parallels, Lexus decided to create its own Gran Fondo. For one thrilling weekend, avid cyclists are given the opportunity to ride alongside pros Christian Vande Velde and George Hincapie, as well as indulge in exclusive food and wine experiences.

This event combines the luxury world of Lexus with the adventurous world of cycling. Our challenge was to bridge the gap between these two worlds in an elegant and premium way that felt ownable to Lexus. We designed everything at the event from the logo to the full cycling kit. Our goal was to create an aesthetic that felt classic but still resonated with the cycling community. The jersey served as a memento of the weekend. It had a level of Lexus sophistication but also celebrated the race route.