Pas Normal Studios is a Copenhagen-based cycling brand combining technically advanced apparel with a strong focus on design. Through product development, collaborations and new production methods, the brand has created its own position within modern cycling. As the company grew, so did the ambition to reach a wider audience.

Our approach was to open the brand up without changing what had set it apart from the start.

We updated the brand and developed a new brand strategy alongside the concept, UX, UI and digital design system for the website. The result is a digital experience that makes the brand more accessible to a broader audience while maintaining the visual precision and distinct position of Pas Normal Studios.