Photography by © Noortje Palmers
Dynamic branding for
a small town cycling club
a small town cycling club
At cycling club 'Den Omgekeerde Helm' or 'The Reversed Helmet' we noticed that cycling clubs and teams always have a single jersey and that there was often tall talk within the club about that "we are actually more than a standard cycling club" and I asked myself whether this was really the case and whether we couldn't express this vision more strongly. By completely changing the everyday club cycling jersey and becoming the first club - in Belgium as far as we know - with more than one standard jersey, we did just that.
In 2020 we offered ten different jerseys and in our first year of new designs we managed a turnover of €18.000 for our manufacturer Bodhi. Not bad for a small cycling club.
"We don't ride fairground races."
Unlike in England, where fairground races are horse races, fairground races in Belgium are often small-scale official cycling races. Professional cyclist Oliver Naesen once laughingly replied in an interview "Why I don't ride Milan-San Remo? Because I don't ride fairground races." And it was at that very moment, that a cult figure and our hero was born. The slogan is printed in the back of our necks ever since.
