Image Ultra Light Weight CNC Machined Stem
Image Wordmark, Female Wordmark and typography
Image Light Weight Bottle Cage
Image Seat Post and Saddle with Kevlar Enhanced sides
Image Carbon Fiber Bar Ends
Image Stem Detail with Laser Etched Logo
Image Female Stem with Laser Etched Logo
Image
Ultra Light Weight CNC Machined Stem
Wordmark, Female Wordmark and typography
Light Weight Bottle Cage
Seat Post and Saddle with Kevlar Enhanced sides
Carbon Fiber Bar Ends
Stem Detail with Laser Etched Logo
Female Stem with Laser Etched Logo

Bicycle Anatomy

Project name
Anatomy Bike Parts
Year
2008

Sure, there’s a lot of skill involved in what we do. But we always love a happy accident. With the exception of the frame, we dealt with a potpourri of high-quality men’s and women’s bike parts on the Gekko bikes project. We got the idea of parsing out the best of the best parts, and created a kind of sub-brand we called Anatomy.

Input

The Gekko guys were excited about the idea, and together we scoured trade shows and talked to manufacturers as we gathered info and imagined the possibilities.

Output

To make elements of the line unique, we took a closer look at the parts we had, and identified what could bring them together as a series. It was important that the line complemented the Gekko bikes without taking attention away from the frame.

We also created a separate series of customized parts for women, which flowed with the natural proportions of the female body and gave the best experience from a Gekko bike. To distinguish these parts from the main series, we simply incorporated the symbol of Venus into the ”o” in Anatomy.

Outcome

Our experiment was a hit with Gekko, where it became a sub-brand on par with the main brand in terms of quality and repeat customers. Anatomy is now also sold as spare parts in bike shops for those who want to pimp their Gekko or other bike with better parts.

Responsibilities

Lineup, Graphic Design, Component Sourcing