BE. design
Solid design can be accessible to all.
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Sugar Wheel Works

Sweet sweet brand goodies for Sugar Wheel Works, Portland brainchild of bicycle wheelbuilder Jude (Kirstein) Gerace.

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 NE Portland's custom wheel builder Jude Gerace is a bright, fun and spirited soul- and she wanted her business to reflect that. The Sugar shop invokes a playfulness and familiar warmth where all riders feel welcome.

NE Portland's custom wheel builder Jude Gerace is a bright, fun and spirited soul- and she wanted her business to reflect that. The Sugar shop invokes a playfulness and familiar warmth where all riders feel welcome.

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 Jude+ her crew guide riders through a personal interview process to customize and build their perfect wheelset. Sugar's simple and effective branding combines cheeky messaging with approachable visuals for a comfortable, neighborhood feel- for both local and global riders.

Jude+ her crew guide riders through a personal interview process to customize and build their perfect wheelset. Sugar's simple and effective branding combines cheeky messaging with approachable visuals for a comfortable, neighborhood feel- for both local and global riders.

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 For the Sugar cycling cap, I illustrated a custom pattern to showcase different wheel lacing patterns, which were produced as cycling caps revealing the shop's tagline, 'Never Salty' under the brim.

For the Sugar cycling cap, I illustrated a custom pattern to showcase different wheel lacing patterns, which were produced as cycling caps revealing the shop's tagline, 'Never Salty' under the brim.

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 The OG cap has now been reproduced in several colorways, available for purchase  here.

The OG cap has now been reproduced in several colorways, available for purchase here.

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