A.D.B. take inspiration from receipts and retail in their identity for cycling store NEW ØRD3R

German bike manufacturer Bike-Mailorder (BMO) has created a new concept store in Berlin, named NEW ØRD3R, aiming to be a celebration of both cycling and cycling culture. Partnering with Dortmund-based scenographers please don’t touch, Dortmund neighbours AD.LIPS DESIGN BUREAU (A.D.B.) took the challenge to brand both NEW ØRD3R’s identity as well as the interior and exterior of the physical store space. With an interior designed to be completely flexible through wheeled displays and a minimalist layout, the physical store and the identity are in harmony with one another due to the equally as adaptive and responsive typographic system implemented in A.D.B.’s design. “Because the shop owner (BMO) comes from online sales and opened his first actual store,” A.D.B.’s founder Marius Burgmann tells us, “we wanted to give the branding something which is really related to retail.” The charm of this inspiration and the brand’s application shows how playful the results can be, contrasting variable typographic layouts with the stark rigidity of their monochromatic aesthetic. “We wanted each topic to stand out,” Burgmann explains in discussing the decision to keep the identity black and white, adding “it had to work with all kinds of different photo material of their various brands and collabs.” With the wordmark designed as it is, it can be comfortably applied across digital and physical outcomes with each looking as striking as the last.