01 Strategy (Lemonade as part of the ride: a summer drink for riders) → 02 Copy (Flavour names Plum ride and Cherry ride, slogan «New day, new taste») → 03 Identity (Flower-blur texture, label layout, flavour colours) → 04 System (Label system for new flavours, outdoor poster)

Task Hedonism Cycling is a [St Petersburg cycling community. For Karelia Touring they wanted their own non-alcoholic lemonade: a drink riders grab after a ride and keep as part of the club’s world.Idea A summer ride is a blur of colour. I took fragments of flowers and blurred them into a soft, grainy texture, like a landscape seen from the saddle.Solution The label has four fixed layers: a wide-caps brand line, a script flavour name over «ride», an info line and the texture band. A new flavour changes only the label colour and the name: Plum ride in pale blue, Cherry ride in warm beige.System The same parts scale to outdoor: on the «New day, new taste» lightbox the can becomes the hero and the texture becomes the ground.

Result The client received a label system for two lemonade flavours and an outdoor campaign concept, with a consistent visual identity that can be extended to future releases.

01 Strategy (A voice for fixed gear culture, built from bicycle parts) → 02 Copy (Poster lines «Fixed gear love now», «clubs 49/17») → 03 Identity (Original display typeface and lettering) → 04 System (Posters and club merch)

Task Give a brand a voice that can’t be downloaded from a font library. Idea Straight strokes, cut corners and a mechanical rhythm: a display face that sounds like a machine and reads like a headline.

Result An original display typeface, in use on the 2025 bikelife poster, club posters and merch.

01 Strategy (Real fruit on technical foil: natural, but performance-grade) → 02 Copy («New camps — here Beride Gel», «Beride Gel for you», flavour names) → 03 Identity (Condensed wordmark, fruit illustrations, three flavours) → 04 System (3D tube, posters, stories, website, stickers, merch, event)

Task A limited edition of Beride energy gel for a cycling camp in Nice and Bike Day on 3 June: one identity for the pack, the riders and the event. Idea Real fruit on technical foil. Detailed fruit illustrations on a silver tube make the gel feel natural and fresh, while the foil and heavy type keep it performance-grade. Solution Heavy condensed type takes half the tube, so the name reads from a jersey pocket and from a photo. Three flavours — Pear & Kiwi, Orange & Fig, Lemon — share one layout. The tube was built as a 3D model, and key visuals were made with AI in CGI. System From the tube to the finish line: posters, stories announcing the camp, the website, stickers and merch.