Project Description


Grow a cult cycling brand into an athletic apparel company and keep hardcore cyclist credibility.
Challenge: How does a cult cycling brand with an audience of loyal “Jersey Monkeys” but no visual equities (and little paid media dollars) reach a new audience of “Starbucks Riders” at mass retail and move into running and swimming?

Strategy: Use iconography to simplify technical information so that both novice and professional riders would understand the product functionality. Use this approach to grow running and swimming interest.

Results: Sugoi now presents itself as a radically differentiated pioneer in the performance cycling category. The new iconography, product illustrations, and packaging system are helping Sugoi reach their new audiences without alienating the core audience that built them.

Scope of work

  • Brand Architecture
  • Packaging System
  • POS Strategy
  • Style Guide
Sugoi Sugoi Sugoi


“David Lemley and team are masters at reduction. They created a vibrant new packaging solution for Sugoi that simplified our 34 proprietary fabrics technologies into one simple, easy to use visual language.“
— D. Murphy, (former) Director of Marketing, Sugoi