Real-world riding, travel, and gear, built around a community-first approach to motorcycling.
Gravel & Gas
Brand Direction
Gravel & Gas was built to offer a more inclusive, community-driven motorcycle experience.
The brand needed to stand apart from traditional moto culture while still feeling authentic to riders. The direction balances grit and utility with approachability, creating something that feels equally at home on the road and within a broader community.
Logo System
A flexible logo system was developed to support a wide range of applications, from digital use to physical gear and merchandise.
Each mark is designed to feel bold and functional, with subtle references to navigation, movement, and the tools of the trade.
Brand In Use
The identity was designed to live beyond the screen, with a strong focus on real-world application.
From merchandise to printed materials, the system holds up across a variety of formats while maintaining a consistent and recognizable presence.
The identity is built to feel practical and lived-in, designed to hold up across real-world use while maintaining a consistent and recognizable presence.
From The Client
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“Working with Cara on the development of our brand is the best investment we've made in our business. We received immense value during our project, Cara took the time to deeply understand our industry and fully incorporate our clients perspective into her deliverables. She is generous with her revisions, and created opportunity for feedback at all the right moments. Between the competitive analysis, persona development, and Cara's impeccable design craft, we ended up with a brand package we are proud to launch in the wild. Thank you Cara, we feel lucky to find you, and get the chance to work together!”