AG2r la mondiale tour de france team branding

Developed at Studio Dumbar, 2009

 The peloton under way

It must have been a dream come true for some French designers, but our team really had to get used to the honor of branding the complete team, gear and fleet of the ALM tour de france team. Once again, our client, Emmanuel Chazelet, gave us complete confidence and freedom to take on the job, even though we had never done it before. In the end, favoring a branding agency over a sportsmarketing agency paid off: the unconventional way of looking at the teamshirt made it stand out from the crowd. We were obviously inspired by the red and wit dotted winner shirt, as well as by the retro, easy going shirts of the mid 20th century. The amount of items to be done was enormous: everything from cars to motor bikes to bidons, caps, gloves, sleeves, socks, jackets, crewshirts, curtains, stickers, helmets, umbrella's, screens and more. Managing the quality of the production was also a challange, with producers being on a very critical timepath.

The individual time race

the fleet

Backstage Our winner!