Willemijn and Jan Willem are the owners of Cycleyou cycling store in Amsterdam North. Their love for bikes and cycling life is what you feel as soon as you enter Cycleyou. That’s why it was important to protect and cherish their original cycling feeling, when we started rebranding their identity. We, me and Fred van Dapperen, really wanted the maintain the heritage this store stands for. So we developed an on- and offline retail communication plan for the store, that still has that warm and familiar feeling, but also brings a new atmosphere of rawness and adventure to the scene.