H&H ROAD CYCLING TEAM

___ Brand Identity

H&H started with five friends, racing bikes around Buenos Aires and taking the sport seriously without taking themselves too seriously.

Short for Harina & Humo, the name captures the contradiction at the center of the team. Harina refers to the carbohydrates that fuel long rides and racing. Humo points to a decidedly less disciplined side of life before and after the bike. The identity needed room for both.

At its center is an H&H monogram built from the two initials and ampersand, giving the team a compact mark with enough weight to hold its own on a race jersey.

The wider identity deliberately moves away from the polished language often associated with performance cycling. A character inspired by the familiar visual world of Jorgito, the Argentine alfajor brand, brings local humor into the system, while the jersey pattern turns the “less-than” symbol into an abstract reference to wheat and smoke.

That irreverence never meant the racing was casual.

H&H competes across fondo and criterium events, and in 2026 team rider Martín Alcaráz became Argentine National Champion in the Master A1 category.

What began as an identity for a group of friends now appears on the national champion of its category, without losing the humor and local character that made H&H recognizable in the first place.

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

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