The objective was to develop a graphic brand language for BSA Champ, one of the sub-brands of TI Cycles of India, a bicycle manufacturing company. The cycle is meant for children. The design brief was to reinforce a more visible and consistent graphic brand language across the variants of BSA Champ, without hindering the existing brand equity. The objective of the project was to first understand the existing brand values, do a user study, understand the bicycle market across the globe, derive insights and attributes and then strategize and translate it graphically to create a unique graphic brand language for BSA Champ.