Client: Hennessy
Design: Andrew Diemer
Agency: Droga5

Hennessy - Major Taylor Bicycle

Launching along side Hennessy's 'Wild Rabbit' campaign for 2018, Droga5 was tasked with creating a commemorative track bicycle that honored the legacy of the campaign's hero, Marshall "Major" Taylor (1878–1932). Partnering with Affinity Cycles, the frame was built from steel, and utilized high-end components from companies such as Phil Wood and Thomson. I was honored to design the headbadge and all of the graphics that were painted on the frame.

Badge Design

Being the primary linkage between the campaign and the bicycle itself, the badge went through many rounds of design and iteration. The goal was to balance the need for Hennessy’s branding to be present while also honoriong the spectacular acheivments of the campaigns subject, Marshall “Major” Taylor. We went for a classic brass headbadge which features Taylor’s monogram, his World Champion status, and Hennessy’s badge graphic.

High-End Componentry

Partnering wiht Affinity Cycles, we wanted to create a ‘sleeper’ build: a track bike that from a distance doesn’t look so special, but upclose and personal, is clearly a fine machine made for speed. With Phil Wood hubs, Thompson Cockpit, and premium leather saddle, we balanced classic looks with high performance.

Frame Graphics

Aiding in the ‘sleeper’ status of this bicycle, we opted for less flashy smoke grey graphics on the black gloss frame. Across the downtube, top tube, seat tube, and chain stays, we commmeorated Taylor’s success as a World champion in 1899, and feartured both Affinity and Hennessy branding.