Rower VR Cycling is an indoor cycling studio located in Santa Catarina, N.L., Mexico, which uses the magic of virtual reality to transport users outdoors from the comfort of the studio.

For the identity design, we decided to reflect the digital, intense and dynamic aspect of the brand. We created a custom bold typeface and chose vibrant colors that contrast with the brand's essential black. Likewise, we designed graphic elements that complement the virtualized elements such as mountains and landscapes.

For Rower's slogan, we used the phrase “Despierta el gigante dentro de ti,” translating to “Wake up the giant within you," which is used as motivation to awaken the strength that lies within and project our best version by giving our maximum effort in class.