Bold and elemental identity for Dust, a gravel and mountain biking brand.
Context
Dust is a premium outdoor clothing and gear brand created by two friends united by a passion for cycling. It pays tribute to the grit of gravel and mountain biking and speaks to the freedom, solitude and simplicity of off-road riding.
Role
Co-founder and lead designer
Goal
Build a brand identity that feels clean, bold and timeless while capturing the raw, weathered terrain and spirit of adventure that defines gravel culture.
Challenge
The brand needed to resonate with riders who live for dirt roads and rugged trails and also appeal as lifestyle apparel beyond the bike. The identity had to feel premium yet grounded and strong enough to grow into an iconic outdoor brand.
Approach
I designed a stark, minimalist wordmark that lets the name speak for itself. The subtle fading of the final letter hints at motion, dust and grit, evoking the raw landscapes and effort of gravel riding. The design is deliberately stripped back to create a timeless mark that works across technical gear, apparel and packaging.
Outcome
A bold and instantly recognisable logo that reflects the brand’s gritty yet refined spirit
Versatile across apparel, bike bags, packaging and digital channels
Captures the essence of gravel culture and positions Dust as a brand riders are proud to wear both on and off the bike
