It was clear from the start that we should stick with the iconic red color palette in order to keep things recognisable. We redesigned the logo while still being careful not to take it too far from the original. We kept the old illustrations, but updated them with a simple rasterised texture to give them an aged, vintage look. As part of the final deliverable assets, we created a set of Photoshop effects with which practically any photo can be turned into a new ‘illustration’.

A few other key elements were given a light redesign, and finally the whole thing was built into a visual design system that is a perfect blend of the stylish class of a small-town country sport shop and the modern aesthetics of the high-performance brands that they represent.