Crankset's logo was crafted to integrate three graphic elements: a gear, a mug, and a C.
The identity was further developed in packaging through pattern, color, & copy, fully executed with a trio of roasts.
The three roasts draw inspiration, character, and aesthetic from three disciplines of cycling: cross, mountain, & road. Geometric, dynamic elements allow for cohesion as well as variation.
Crankset's brand & packaging fully embrace the culture of cycling, cross—pollinating aesthetics, attitudes, and functionality.