Hendry’s

Since 1975 Hendry’s has been the go-to name for all things cycling. Founded by Ian Hendry, Hendry’s is now embracing a new era under the ownership of Simon Gerrans, Australian Tour de France and Giro d’Italia stage winner, and all-round Aussie cycling legend.

We worked with Hendry’s to develop and transform its retail brand into the Bellarine Coast and Greater Melbourne area’s leading cycling brand across on/offline touchpoints.

From a kid’s first bike to the local cycling weekend groups, Hendry’s had a proud legacy of being known as a passionate cycling business, that offered expert advice (all employees are cycling fanatics at heart), for all kinds of cyclists.

The identity expresses a nod to its heritage past and is infused with a playful and contemporary expression. The logo is inspired by traditional bike badges that used to adorn the head tube, the H of Hendry’s and the coastal shape of the Bellarine Peninsula

We redesigned and updated all Hendry’s on/offline touchpoints; across external and internal stores, business tools, merchandise, social and digital communications.

With kids and families a core part of Hendry’s customer base, the brand stretched to become more expressive and playful. Illustrations of customers and their bike lives creates an engaging and distinctive Henry’s look.

Completed at Caramel Creative with:
Aaron Lee, Carolyn White, Josh Clough
and Oliver Chaffe
Illustration: Nikko de Jesus