• Identity Design,
  • Self-initiated,

It's get to get back to the reason why we started riding bikes in the first place

Have you noticed how serious cycling has become?

BAK is a project set up by Alex Grieve in response to the ever growing seriousness in the world of cycling. Serious aero. Serious stats. Serious nutrition. Serious suffering in serious black & white. Serious rules. Serious colours that seriously match. BAK is about breaking away from serious.





Bootleg BAK: Leaning into pastiche

A series of jerseys and stickers that pull from music, film and popular culture anywhere words that sounds remotely close to 'back' appear. BAKstreet Boys, BAKberry, BAK Boys — along with some finalists that made it through below. Fun, cheeky, and possibly (definitely) infringing on copyright.


    • Alex Grieve
    • Creative Director
    • Adam Buckland
    • Designer