Brand
guidelines for cyclist safety gear
The
primary aim was to create a brand for a product that will act as an
intervention to altering perception of safety. The research looked
into the anti-brand philosophy as a method of raising awareness and
tackling the problem to potentially change attitudes towards PPE
(Personal
Protection Equipment).
Cycling
organisations want to stop the use of safety garments, they want to
normalise the clothing and identity of the cyclist. Their aim is
encourage others to cycle and fight for better infrastructure.
Hackles provides the counter-trend to normal by giving choice through
well designed, daring clothing (that just so happens to have a safety
element).
It
is important to note that Hackles is adding to the same argument –
we want the same outcome. We want to alter the negative perception of
the identity of the cyclist. The brand and clothing are a form of
campaign.
