Ass Savers approached us to refresh their original identity, created by the founders when they formed the company in rainy Gothenburg, Sweden. The original Ass Saver fender had already taken the marketplace by storm, so the brand evolution needed to build on the heritage framework that was well established. We created a flexible and responsive stencil identity that can mutate and be recognized across any potential application. Ass Savers promotes races all over the world, so crash barriers and barricades for bike races need to express the identity as well as the physical products, which all have the bare minimum of packaging. The Ass Savers crew has done a stellar job of integrating the new brand assets, including a monogram and new brand typography. Stay dry.

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