H&H ROAD CYCLING TEAM

___ Brand Identity

H&H, short for "Harina & Humo," is a cycling team from Buenos Aires composed of five close friends who compete in fondo and criterium races. The name itself is a nod to their unique ethos—"Harina" (wheat) represents the essential carbohydrates fueling their rides, while "Humo" (smoke) hints at their laid-back spirit and unconventional pre- and post-ride rituals. This duality of intensity and chill defines their approach to the sport.

The H&H logotype is a striking monogram combining the two Hs and the ampersand (&), encapsulating competition, boldness, strength, and power. The sharp, confident structure of the logo reflects the team's competitive nature while maintaining an edge of playfulness.

For the visual identity, we introduced a character inspired by the iconic mascot of Jorgito, a beloved Argentine brand of alfajores. Our reinterpretation plays on that recognizable, endearing aesthetic but with a twist—this character embodies the team's fearless and carefree attitude, appearing both daring and hilariously high. The result is an instantly memorable figure that resonates with the team’s personality and philosophy.

To further solidify the visual identity, a set of custom patterns was designed. The standout pattern, used on their competition jersey, features the "less-than sign (<)" symbol arranged to cleverly represent both wheat and smoke—two essential elements of the H&H lifestyle. The repetition of these symbols creates a dynamic yet subtle nod to their name and ethos, making their racing kit not just a uniform but a statement.

The H&H cycling team’s visual identity is an audacious blend of competition and irreverence. It captures their raw power on the track while embracing their relaxed and unique approach to the sport. The combination of a bold logotype, a mischievous mascot, and clever symbolic patterns makes this identity unmistakably H&H—daring, unapologetic, and completely one of a kind.

Client: H&H Road Cycling Team
Industry: Cycling
Region: Buenos Aires, Argentina

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