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Crescent, A heritage brand built for what’s next

a close up of a bicycle with a rack on the back of it .

To support Crescent’s next chapter, we refined and modernized the brand experience across product, retail and digital touchpoints.

a red electric bike is sitting on top of a black background .
a close up of an orange bicycle with white handlebars against a white wall .
Bike
a close up of an electric bike on a black background .
there are three different shades of black , white , and orange .
a black and white image of a maze with a lot of squares and lines .
a website for crescent elmer prisas i internationell designtillverkning
a tablet with a picture of a bicycle on the screen .
a group of bicycles are lined up in a row on a black background .
a red bicycle is sitting on top of a black box on a black background .
an orange bicycle is in a box that says crescent
a bicycle is sitting inside of a brick box .
a bicycle is parked in front of a black box .
four bicycles are displayed in a box on a black background .
a row of bicycles are stacked on top of each other on a shelf .
a black sign with the word crescent on it is hanging from an orange frame .
a group of bicycles are stacked on top of each other in a display case .

Challenge

For generations, Crescent has been associated with quality, safety, and craftsmanship. But as the brand expanded into the growing e bike market, the identity needed to feel more relevant in a digital and experience driven landscape.

This required a careful balance between modernization and heritage, evolving the brand while preserving the recognition people already trusted.

Solution

We refined Crescent’s visual identity across every touchpoint, from campaigns and retail environments to the bikes themselves. Central to the work was the evolution of the iconic pepita pattern, updated to feel sharper, more flexible, and more contemporary while staying rooted in the brand’s history. The result is a stronger and more cohesive brand experience built for the next era of mobility.

Services
Brand Identity
Product Design
Spatial Design
Brand Experience
Campaigns & Marketing

More work

All work