By its tenth anniversary, Riders Sports had already moved into a different league. The business in Camboriú, Santa Catarina, started as a major regional bike shop and later grew into a multifaceted platform where retail, racing, and local cycling culture intersect. The brand has expanded beyond a single retail location. Its orbit includes Oakley, Cannondale, Caloi, Shimano, and GoPro, as well as projects for major races, and it has a significant influence on the sporting life of southern Brazil. At this new stage, a unified system was needed to connect the store, competitions, and community into a single cohesive image.
Studio Picante took on the rebranding. The work included positioning, a new brand architecture, and the entire visual system. Before the update, the various parts of Riders Sports existed side by side but did not form a cohesive whole. The store operated under one logic, the races under another, and the community under a third. The new system was designed to bring the entire portfolio together under a single name and give the brand a form that would appeal to regular store visitors, sponsors, and partners evaluating UCI-level projects.
The reason for the overhaul was significant. Riders Sports helps organize stages of the UCI Gran Fondo World Series and the UCI Gravel World Series, which attract thousands of participants. In addition, the brand runs its own multi-day Stage Mountain Bike race, reinforcing Santa Catarina’s role as a strong hub for high-level cycling. Against the backdrop of the growth of road, gravel, and mountain disciplines in Brazil, the brand’s influence has become a direct asset. Partnerships, sponsorships, the scale of events, and the level of trust within the community all depend on it. In this environment, the old image could no longer handle the full scope of tasks.
The main changes are visible in the logo. The previous logo was modeled after a cycling club or workshop emblem. At its core was a black sprocket, with the lines of spokes or frame fragments visible inside; a silhouette of mountains lay on top; a large handwritten inscription “Riders” in green letters with a dark outline ran across it; and the phrase “BIKE SHOP” stretched along the bottom arc. There were many details, and the entire image firmly tied the brand to the local cycling scene as it was. The new logo breaks with this scheme. The illustrative elements have disappeared. All that remains are the words “Riders Sports,” arranged in two lines. The font has become dense, wide, and geometric, with sharp angles, cut edges, and elongated shapes. The color has shifted to coral red, and the logo now feels tougher, more focused, and closer to a sports platform than to a typical store.
Riders Sports no longer looks like a bike shop around which competitions later grew. What we see now is a complete cycling ecosystem, where retail, major races, and the community are united under a single brand. The new identity captures this shift and elevates the company to a whole new level. In southern Brazil, the company no longer appears as a local player with big ambitions, but as a central hub of the regional cycling scene, capable of bringing together commerce, sports, and culture.