We used to visit Roy and Karen at Elite Velo to help us with our cycling. They used to test us, measure us and set us training plans to beast ourselves during the winter months. The goal? To be leaner, stronger and faster on our racing bikes. Unfortunately what Roy probably should have done was nail shut the doors to the Friary Mill bakery.

Elite Velo started off as a specialist coaching and fitness training consultancy but with the huge growth in cycling over the past few years they have no branched out into other areas including Bikeability – getting kids onto riding bikes, as well as first aid training.

Like most start-ups their original logo was designed at home on the PC but thankfully they came to Shred when a new van arrived. We took apart the branding and built a new logo and some brand elements, we also threw in a punchier colour scheme and even drew the typeface for the logo.