Relish partnered with cycling lifestyle brand Velluto to craft a sharp, sensual brand system—merging Italian elegance with performance.
Intro
Bardolino, Italy. Summer 2023.
Somewhere between a bike ride and a lakeside lunch—with the sun warming the pavement—Leopold, Velluto’s founder, was struck by a simple idea: cycling isn’t just about performance. It’s about pleasure. Presence. Pace.
And so Velluto was born. Italian for velvet, the name speaks to softness in a sport defined by speed.
When Velluto came to Relish, they had a name and a vision. What they needed was a brand system that could stretch across goggles, packaging, digital, and future drops. One that could hold both speed and softness—discipline and la dolce vita. A brand built on contrast. So we got to work.
Intro
Together, we gathered references that spoke the language of both worlds.
La Marzocco machines. Vintage Bianchi jerseys. Chianti hills. Cycling legends. The world of Velluto would be precise, punchy, and unapologetically stylish. Think aperitivo meets aerodynamics.
This moodboard defined the soul. The tension between rigor and romance. Movement and stillness.
We coined the brand’s signature line: Ride fast. Live slow. It captured a worldview.
From there, we built the full brand identity:
We paired the custom logotype with Futura, a typeface that’s as timeless as it is technical. Used everywhere from Bauhaus posters to Vogue spreads, Futura lends Velluto a clean, modern confidence—anchoring the brand in design history while keeping it effortlessly cool.
'Relish immediately captured the essence of Velluto. From their very first moodboard, they nailed the look and feel of our brand – that instant alignment was the key reason I chose to work with them. The collaboration was hands-on and sharp. What we got wasn’t just a great result, it was a true brand boost.'
For a brand like Velluto, the website needed to do more than look good. It needed to move product.
We designed an eCommerce experience that channels the elegance of the brand and the energy of the ride. Built on Shopify, the site balances beauty with performance—clear pathways to purchase, intuitive UX, and a layout that highlights the craftsmanship behind every launch.
Velluto is gearing up to launch its first product: a sculptural pair of cycling goggles that are as beautiful as they are engineered. The foundation is set—and the road ahead is wide open.
Full case study and website coming soon.
