CHIARO
IDENTITY, BRANDING, MARKETING
Design Challenge
The design challenge for Chiaro revolves around creating a compelling and cohesive brand identity that resonates with women cyclists, blending functionality with form while embodying the brand's core values of clarity, empowerment, and play. Through high-quality cycling apparel that seamlessly integrates innovative features with sleek design, Chiaro seeks to empower women to embrace movement as a path to clarity and joy.
Welcome to the world of Chiaro, where clarity meets empowerment. Derived from the Italian word for 'clear', Chiaro encapsulates the essence of finding clarity through movement, starting with cycling apparel. Our brand ethos revolves around empowering women to discover moments of serenity and lightness through physical activity, offering them premium cycling wear that not only enhances performance but also embodies style and sophistication.
Please note that some of the photography used in the project is not my own (I will link photographers all at the bottom). This project is still in development so it is simply used for inspiration.
At Chiaro, every design element is meticulously chosen to reflect our brand’s essence of clarity, empowerment, and sophistication. The decision to adopt “Archivo Black” as our primary typeface is no exception. With its bold, confident strokes and clean lines, “Archivo Black” embodies the strength and empowerment that define the Chiaro brand.
The font’s sleek and modern aesthetic mirrors the streamlined designs of our cycling apparel, while its boldness captures the assertiveness and confidence of our customers. Just as cycling represents movement and progress, “Archivo Black” propels our brand forward with its dynamic presence, leaving a lasting impression of clarity and purpose. Through this typeface, we aim to convey our commitment to excellence, innovation, and timeless elegance, inviting our audience to join us on a journey toward empowerment and self-discovery.
Brand Core Values
PLAY
We infuse playfulness and enjoyment into our designs, encouraging our customers to embrace the journey of movement with a sense of fun
EMPOWER
We strive to empower women to feel confident and strong, both on and off the bike, through our thoughtfully crafted apparel.
SIMPLIFY
Our designs defy stereotypes with their sophisticated and streamlined aesthetic, reflecting the beauty of simplicity in both form and function.
