Belgian Waffle Ride Re-Brand

Branding and product design

The Belgian Waffle Ride is a yearly European-style cycling race held around the US. In this project, I created a fresh look for the brand, including a logo and brand guide, set of Instagram advertisements, and new app.

BWR’s old brand included the Belgian colors and lion without reference to cycling, making it confusing to customers. The new brand makes clearer what the event is about, while maintaining the tone and elements of the old branding.

Client: The Belgian Waffle Ride (student project)
Date: 2021
Skills: Art direction, branding, product design, social media advertising design, typography