Branding for roda

2026

BRAND IDENTITY
& CONCEPT
DEVELOPMENT FOR RODA,
AN INDOOR CYCLING
STUDIo in Mexico

Brand Identity
Art Direction
Naming & Brand Concept

RODA reimagines the indoor
cycling experience as something personal, energizing and continuously evolving.

From naming and concept development to visual identity, the brand was shaped as a more human and distinctive alternative within the fitness category.

The challenge was to create a contemporary cycling brand that felt energetic and motivating without relying on the aggressive, performance-driven clichés common in the fitness industry.

The brand was built around the idea of continuous movement: cycling, evolving and beginning again. The name comes from rodar, a Spanish verb associated with rolling, riding and moving forward. Fluid forms, expressive typography and motion-inspired graphics translate the concept into a flexible system for physical and digital touch points.

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