The Swiss cycling team Katusha Alpecin mandated my school to conceive a new design for their ready-to-wear « commuter » collection, different from their « replica » or « performance » collection.
We had to base our work on either, the cycling world, their professional team, or something more surprising, coffee.
Indeed, coffee is a strong presence in the biking world. Since it was an unexpected subject to treat, I decided to take this path. First, I did some research, and being someone who loves to provoke and defy I designed t-shirt parallelizing coffee and Ventolin inhaler, but as I expected, this was a bit too much. So I simply took their existing graphic line, and went way softer on the texts, such as « first, coffee »
A few weeks after, I was pleased to see that my design was put to sale on their official website, including minor modifications.