In a city that hosts the southern hemisphere’s most popular cycling race, John O’Connor Cycles aimed to stand out by delivering an unmatched experience for cycling enthusiasts. Founder Rob Grey, a passionate cyclist himself, partnered with John O’Connor to create a space that goes beyond the typical retail environment.

The Challenge
John O’Connor Cycles needed a brand identity that captured the essence of the cycling lifestyle, combining style, functionality, and community spirit. The goal was to create an immersive store experience that resonated with both local and international customers.

Rocketfuel’s Approach
Rob Grey collaborated closely with John to develop a distinctive brand identity that encompassed everything from spatial design to the smallest detail. By blending materials such as fabric, cement, glass, and wood, the team crafted a dynamic environment that bridges the workshop’s mechanics with the customer experience. The design embodies the thrill of the perfect ride, making the brand something customers would want to bring home.

Design Highlights

• Integrated Experience: A seamless layout connects the workshop and retail space, creating a cohesive environment where customers feel part of the process.
• Premium Materials: Every element, from cement finishes to glass displays, was selected to elevate the store’s aesthetic, reflecting the high standards of the brand.
• Unique Brand Elements: Custom branding across multiple textures and surfaces enhances the store’s visual appeal, embodying the joy and adventure of cycling.

Results
Within the first week of opening, John O’Connor Cycles saw a 33% increase in sales, a testament to the powerful brand transformation. And as for quality testing, Rocketfuel’s Rob Grey continues to “road test” the JOC limited edition apparel—ensuring it lives up to its premium reputation.