Pedaling Style: RODADA 69

In Mexico, a bicycle's wheel size is its rodada: rodada 26, rodada 27.5, rodada 29. Rodada 69 is a size no bicycle has ever had. The owners knew exactly what they had named the shop, they liked it, and it was not up for discussion. That set the brief. The name would stay as it was — spoken, on the door, on the receipts — and everything I designed around it had to point in one direction: 69 as a specification. A number stamped into a tire wall. A plate pinned to a jersey. A size on a spec sheet. Get the visual system reading as cycling equipment and the name gets to keep its own sense of humor, held by the people saying it rather than by the branding. The setting made that non-optional. In La Condesa, the identity had to be confident enough to belong on the street and precise enough to make the provocation feel deliberate. The system was built flat and saturated, with contrasting type styles sharing a single lockup. It felt graphic, immediate, and intentionally of the moment. Those choices ran outward from the mark into a custom icon set, stationery, packaging, and eventually the room itself: concrete and wood as the base, with the brand palette carried onto the walls rather than applied as an afterthought.