Fashion and Lifestyle Range

In Cape Town, home to the southern hemisphere’s most celebrated cycling race, John O’Connor Cycles set out to elevate the retail experience for cycling enthusiasts. Partnering with Rocketfuel, founder Rob Grey—a devoted cyclist himself—created a space that redefines the standard for cycling stores.

The Challenge

John O’Connor Cycles needed a brand identity that seamlessly blends the cycling lifestyle with style, functionality, and a sense of community. The goal was to design an immersive environment that appealed to both local and international customers, making every visit feel like an extension of their passion for cycling.

Rocketfuel’s Approach

Working closely with John, Rob Grey crafted a distinctive brand identity that permeates every element of the store. Using premium materials like fabric, cement, glass, and wood, the team transformed the space into an interactive environment that connects the workshop’s mechanics with the retail experience. The store embodies the exhilaration of cycling, creating a brand that customers feel proud to associate with. 

• Integrated Experience: A cohesive layout bridges the workshop and retail areas, offering customers a full-service experience where they feel connected to the process.
• Premium Materials: The use of high-quality materials, from sleek cement finishes to glass displays, elevates the store’s aesthetic, reflecting its premium values.
• Unique Brand Elements: Customized branding across various textures and surfaces reinforces the store’s appeal, celebrating the adventure and joy of cycling.

Results