Tar + Gravel Bicycle Boutique needed a brochure that communicated their services in a way that aligned with their personality that wouldn’t just get overlooked and tossed aside like most marketing collateral.
The final folded brochure starts off as a diamond to accommodate the logo’s shape with co-existing street and off-road textures to communicate the dichotomy of needs the shop wishes to serve. The back flap is secured with another diamond shaped diecut tab closure. The flap is designed to mimic the feel of entering the shop as the viewer is greeted with a photo of the shop interior. The orientation of content rotates 45 degrees with each unfolded panel to reference navigating the windy turns the cyclist may take on their journeys. This also requires the to physically turn it in their hands in a motion similar to steering. Once fully unfolded, the back of the brochure doubles as poster—a keepsake that allows the printed piece to extend it’s life serving it’s purpose of informing future customers.