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Re-cycle John O’Connor

Rocketfuel rebrands SA’s favourite cycling store and opens to 33% rise in sales.

The Mother City is the capital of cycling. Rolling hills and winds up to 45 km/h allow cyclists to test their endurance while taking in some of the world’s most breathtaking views. In a city that plays host to the southern hemisphere’s most popular cycle race, there’s no shortage of cycling stores.

Rocketfuel’s rebrand of the John O’Çonner included a brand identity refresh which had to allow for brand elements to be applied across clothing, accessories, marketing material and throughout the John O’Çonner store.

Rocketfuel’s understanding of spatial design and mechanical engineering also allowed us to create a space that seamlessly integrated workshop mechanics and the customer.

Rocketfuel prints and installs on Virgin Active designs at a very high standard.      

It’s always enjoyable as they always go the extra mile.” Karen Walker, Brand Manager Virgin Active

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Within the first week of opening, the store saw an increase in sales of over 33%.


Rocketfuel was responsible for:

  • Corporate identity design
  • Spatial design and planning
  • Product design
  • Interior design
  • Project management
  • Installation and build oversight


Reinventing the brand: