Pfeld (pronounced “feld”), a cycling and lifestyle apparel brand based in Cincinnati, aimed to put the joy back in cycling. Pfeld made apparel for real life and real people, beautiful pieces that showcased a Midwestern work ethic and strong attention to detail. They invited us to help them differentiate their products and positioning in an already crowded marketplace.
- Brand Identity
- Web Design
- Art Direction
Website and Identity
We worked with Pfeld to rethink their brand positioning approach, visual identity, and website in anticipation of a major product launch. We used color — particularly on tags, pockets, and accents — to make Pfeld products distinct, recognizable, and desirable.
We invited Pfeld to keep the joy of cycling front and center in their photography. While other cycling brands glamorize grit, suffering, and even solitude, Pfeld dared to be different with real-life, real-people photos that focused on camaraderie and fun. We shot on location in beautiful southern Ohio.