Brooks England has always existed at the crossroads of innovation and tradition. What once disrupted the norm has become a benchmark of enduring design. The brand embodied a cheeky, unconventional spirit—playfully disregarding conventions while staying rooted in its rich heritage. Deeply intertwined with the timeless appeal of classic British lifestyle, the brand also carries a distinctly irreverent edge.

In 2024, we initiated a quiet revolution—refining the brand guidelines and laying the foundation for a complete art direction overhaul. Step by step, we built a new visual lexicon, crafting a more contemporary aesthetic while respecting Brooks England’s storied past.

The brand identity is built on simplicity, clarity, and a deliberate irreverence. It speaks to a younger audience while remaining rooted in heritage, acknowledging those who have shaped cycling culture with originality and conviction. With a refined creative direction, Brooks reaffirms its position as one of cycling’s most credible names.

Authenticity defines the visual approach. Photography embraces the grain and texture of non-digital cameras, favouring raw, unfiltered realism. Where imagery is absent, illustration takes precedence, using printmaking techniques such as linocut, engraving, and embossing to reflect Brooks’ craftsmanship.

This is not about nostalgia but permanence. Some ideas, like the best designs, transcend their era. Brooks England continues to move forward by staying true to what has always set it apart.