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The local

Wooly’s Wheels

Once legendary for his big head of curly hair, Michael or ‘wooly’ as he is affectionately known, opened his first cycling shop in 1979. Wooly’s Wheels has become an iconic cycling hotspot amongst the local community, located in the stylish inner city suburb of Paddington, Sydney.

Cycling enthusiasts are a highly-engaged community with a ‘tribe’ like culture united by a shared passion for riding. Appreciating the journey, the thrill of riding and thinking much less about the destination.

Loop created a brand identity that captures the spirit of this sentiment in a single-minded mark. The ‘W’ bends, twist and flows like a moving open road. Dynamic and energizing, the brand was applied to all retail touch points and this created an opportunity for Wooly’s Wheels to launch their very own cycling apparel.

Scope of work




“We didn’t want another logo with a cog, crank or cassette in it. We were so relieved and excited when Loop presented our new brandmark. At last we saw something that surpassed our own expectations and vision.” Wooly, owner