2020 was the year Caloi focused on their mountain biking product lines and to top it all we developed an all new hard tail carbon frame. After several years of research and development the frame was ready to test and gather feedback from our athletes, they had a whole pre-season training planned and some competitions in the calendar as well to really put the new Elite Carbon to its limits and capabilities.
Inspired by car manufactures that disguise their prototypes for road tests, we developed a texture distorting the bike's name and applied in a way that hide key frame features and shaping. The idea evolved and we ended up designing their whole kit and team apparel for the crew to complete the package.
The brand also developed a short documentary series of the testing phase with the athletes to create social media buzz prior to the product launch, showing some key details of the product, that you can watch here.
Photo credits: Felipe Almeida, Caloi, Pedro Lage
