The branding for the roadwear brand is urban and gentlemanly in its sophistication.

Branding, Packaging, Wear design

“Guell is a roadwear brand based in Nara, Japan. As the road biking population grows, so too does the need for diversification in clothing development, and Guell offers a contemporary, urban clothing line that is at odds with mainstream sporty tastes.”

“The logotype was inspired by the contrast between gear, speed, muscle movement, and sunlight on the touring landscape.”

“Paying homage to Nara Prefecture, where the brand is based, the jersey is inspired by the contour lines of Lake Nunome, the course site of the Tour of Japan, Japan’s premier annual road race held in the prefecture. The design expresses a sense of oneness with nature.”

“Clad in modern, urban, gentlemanly sophistication, Guell has taken on an identity befitting the brand concept of ‘The Urban Roadwear’.”

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