The brief by TI Cycles of India was to develop a retail design template for the chain of stores of BSA and Hercules cycles that are spread across 180 functional outlets. The project involved redesigning the retail brand language of the BSA Hercules Exclusive stores, and also proposing concepts that boost their current retail strategy. The expectation was to define the logic and schematic detailing of how the design would get adapted in different scenarios. There were several constraints revolving around the design brief which included a limited budget, specific material and processes. The design kept evolving at many stages and the final outcome was much appreciated by the team at TI.