Gravel
& Gas
Project SUMMARY
Gravel & Gas was created to offer a different kind of motorcycle experience, rooted in community, skill-building, and a shared love of riding. As a new business, they needed a brand that could capture that spirit while standing apart from the often rigid tone of the industry.
Badlands partnered with Gravel & Gas to develop a complete brand strategy and visual identity from the ground up, positioning the business as an inclusive, experience-driven motorcycle brand with grit and approachability.
About the Business
Gravel & Gas is a motorcycle tourism and rider training company focused on accessible, community-driven riding experiences. From guided tours to skill development, the brand is built around connection, confidence, and the freedom of the ride.
Rather than leaning into traditional rider stereotypes, the goal was to create a brand that feels welcoming, modern, and grounded in real rider culture.
Goals
Gravel & Gas needed an identity that would:
Establish a strong, recognizable presence from launch
Balance grit with approachability and inclusivity
Appeal to a broad range of riders without feeling generic
Build a sense of community and belonging
Translate across digital, apparel, and real-world applications
Solution & OUtcome
Badlands developed a bold, character-driven identity inspired by garage culture, moto heritage, and the energy of riding, refined through a modern lens.
A custom logotype anchors the brand, supported by a flexible suite of secondary marks, badges, and monograms for use across merchandise, signage, and digital platforms. A strategic colour palette built around a deep navy black, earthy cream, and gold and yellow accents creates contrast and consistency.
Supporting graphics, including topographic patterns and route-inspired elements, reinforce the brand’s connection to exploration without feeling overly literal.
The result is a cohesive and distinctive identity that feels authentic to the riding community while supporting a more inclusive, experience-led brand.
Scope of Work
Complete Brand Strategy Development
Custom Logotype Design
Full Logo Suite with Multiple Variations
Monograms and Badge System
Strategic Colour Palette
Typography Selection and Hierarchy
Brand Graphics and Pattern System
Social Media Profile Assets
Comprehensive Brand Guidelines
