Fisher Outdoor Leisure is one of the UK's leading distributors of cycles and cycle accessories. When it came to create its first-ever own brand urban bike range (named Eastway) the company commissioned Brandnation Design to create the brand identity to appear across all brand manifestations including brochures, advertising and digital. Brandnation was also required to provide outline style guides to be accommodated on the new bike frames and associated attachments.


After several rounds of submissions and working closely with the in-house Eastway team at Fisher Outoor Leisure, a bold and distinctive design approach was agreed, complete with aggressive ‘urban’ ‘E’ crest which can be utilised in combination with the main logotype or on its own.

The new bike range has launched to rave reviews from the bike media and the unique look has been widely praised.