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.
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.
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.