EXTENDING THE VENTUM IDENTITY

From visual systems to a rounded brand experience

THE CHALLENGE

Ventum House - the brand's first permanent owned retail concept - was envisioned as more than a traditional bike shop. The goal was to create a hybrid retail, café, and community space that could expand the Ventum brand beyond performance cycling and into everyday culture and lifestyle.

The challenge was to develop an identity system that remained recognisably Ventum while introducing a warmer, more human layer focused on hospitality, community, and experience. The brand needed to work fluidly across retail environments, food and beverage touchpoints, events, merchandise, packaging, and social storytelling, without losing the premium and performance-driven DNA of the parent brand.

OUR APPROACH

F31 developed the brand strategy and identity system for Ventum House, creating the framework for Ventum's first permanent owned retail experience.

Rather than launching a standalone sub-brand, our approach focused on extending the existing Ventum brand into a new category — evolving a performance-led cycling brand into a destination that could seamlessly combine retail, hospitality, service, and community.

The identity system was designed to support every stage of the customer journey, from first impressions and retail interactions through to café experiences, events, merchandise, and community programming. Alongside the adapted logo system, we developed a broader visual world spanning colour, typography, illustration, packaging, environmental graphics, and branded touchpoints throughout the space.

By balancing the precision and credibility associated with the core Ventum brand with a more welcoming and lifestyle-oriented experience, we helped create a destination capable of serving both dedicated cyclists and a broader community audience.

VISUAL SYSTEM

The Ventum House visual system focused on evolving the existing Ventum identity into a warmer, more community-driven retail experience. The direction introduced adapted logo treatments, expanded color applications, custom illustrations, and a more lifestyle-oriented visual language that could live naturally across menus, stickers, takeaway items, merchandise, signage, and in-store collateral while remaining connected to the core Ventum brand.

F&B TOUCHPOINTS

F31 developed a packaging system for the café experience that treated everyday touchpoints as extensions of the brand world. From takeaway packaging and coffee cups to collectible stickers and food labels, the direction balanced minimal premium aesthetics with playful cycling-inspired details that reinforced the culture and personality of Ventum House.

CUSTOM COFFEE

Alongside the café identity, we designed a custom packaging system for Ventum House’s coffee blends, creating collectible product designs inspired by cycling performance, training culture, and specialty coffee aesthetics. The packaging was designed to feel premium, tactile, and visually distinct while still sitting cohesively within the wider Ventum House identity system.

EVENT BRANDING

To support the evolving community experience of the space, F31 developed flexible event branding systems that adapted the Ventum House identity across activations including Open House, Tour de France Week, and SBW event. Each adaptation maintained the recognisable foundations of the brand while introducing unique campaign graphics, event collateral, digital assets, and environmental applications tailored to each experience.