Affinity Creative Toasts Women’s Empowerment

Wine Hooligans recently appointed Affinity Creative Group to design and develop a new digital style and website for Cycles Gladiator Wine. Inspired by the concept of women’s empowerment, Cycles Gladiator derives its name from the Gladiator Company, a 19th-century bicycle manufacturer based in Le Pré-Saint-Gervais, France. To honor the spirit of the brand’s figurehead – an iconic woman flying on her bicycle – Cycle’s leadership wanted to update the website and user experience to mirror the influential wine label and, in the process, support women’s equality.

The Affinity Creative team updated the brand’s logo, typography and supporting elements, while retaining strong, existing brand equities. Thus, the agency magnified the theme of the Cycles Gladiator brand while simultaneously promoting a female-empowering message of self-love, confidence, and liberation.

The agency’s strategy also informed and inspired the production of media content for digital channels beyond the website. From a modern interpretation of Belle Epoque poster typography, colors, and textures to the use of candid female-focused imagery, the new assets reflect the cycling maiden’s values of sincerity and energy. A UX completes the digital package, with lifestyle photography and video components.