The work

Spoon Customs builds award-winning bikes, designed in the Alps and handmade to order. We worked closely with the Spoon team to bring that same level of care and precision to their brand, helping them tell their story clearly, and connect more deeply with riders.

We began by refining their visual identity, balancing grit and precision to reflect Spoon’s heritage and ambition. From there, we designed an interactive bike builder - a digital tool that lets riders customise everything from frame colour to components, turning the dream-bike process into a rich and intuitive experience.

We also led the creative direction for seasonal ad campaigns, producing content that tells the story of performance, craft, and place. From merchandise design to strategic rollout, every touchpoint was designed to bring the Spoon ethos to life - fast, focused, and made to last.

The work

A solid, well-crafted identity that reflects what makes Spoon different. The new bike builder makes it easier for riders to personalise their build, and the campaigns and merch have helped Spoon reach more of the right people - without losing what makes them unique.