Lessard Bicycles

Created for Lessard Bicycles, a Québec City bike shop with over 70 years of history, this branding draws inspiration from the trails, landscapes, and sense of freedom that define cycling culture. The organic visual language evokes movement, exploration and connection with nature, resulting in a modern yet timeless identity designed to live across apparel, signage, digital platforms, and in-store experiences. Team: Frédéric Lord (Creative director) & Gabriella Scali (Art Director and designer)