Brooks England was renowned for handcrafted bicycle saddles but needed to reach new customers with new products. We helped them identify the authentic essence: craftsmanship, the best materials, industrial heritage — attributes from the crucible of the English Midlands that would define a diversified product range. Hand-hammered copper rivets. The best available materials, whether leather or modern fabrics. Raw industrial finishes on the packaging. We reworked the typography to be simpler, more consistent, more modern but still recognisably industrial.