Earl's Cyclery & Fitness

Earl's Cyclery & Fitness recently came under new ownership, and I was asked to give the brand a refresh and bring it into the 21st century. Earl's is well established in the Burlington area, having been in business for over 50 years, so we decided steer away from cycling motifs and let the unique lettering from the last rebrand shine through. The real task was to create a consistent look and feel, both in store and in advertising. Franklin Gothic was chosen as the primary typeface because of its blue collar sensibility. We've carried this branding all the way through, from website and digital ads to in-store signage and print ads. 

The new Earl's website can be viewed here.