Pelotan makes sun protection for cyclists: a once-daily formula that holds up against sweat and water, for pros and club riders alike. Most of the category sells protection through fear. We went the other way, making tan lines a badge of pride and building the brand around the ride, from sunrise to sunset. Deep purple and warm coral come from the sky at dawn and dusk. In the wordmark, the ‘o’ rises off a horizon line. We designed the launch e-commerce site for the 200ml spray and a range of accessories, including a jersey made with Isadore. We also built a social toolkit so Pelotan’s small team could create consistent content in-house. The brand has since stretched to a limited-edition collaboration with EF Pro Cycling and Rapha.