C_SOU & C_SOU Cycling Team

Personal brand creations for

Christoph Soukup

His nickname "c_sou" initially formed the basis for a personal brand identity. This brand was intended to serve as a platform for offering sports science services as well as selected cycling-specific products. Thus, C_SOU was born.

The design process gave rise to the idea of ​​further developing the resulting identity and forming a visually independent cycling team, the C_SOU Cycling Team, which is based on C_SOU's branding kit assets to create strong visual connections.

Branding kit

Icon Development

Shape: A clear, round circle symbolizing the wheel.

Initials: The letters C & S are geometrically reduced, almost like line fragments that complement each other in a circle.

Signature trick: The cut through the “O” in the brand name is subtly integrated as a visual detail, so that the logo and icon form a single unit.

Branding kit

Basic Branding Kit

The most important logo lockup variations consist of an icon, brand name, and slogan.

To ensure that the brand name is pronounced correctly by race organizers and commentators, the brand name was made into a slogan in phonetic spelling.

Effect: Rapid brand recognition for the viewer. Strong long-range impact on cycling and leisurewear – both during races and podium celebrations.

C_SOU

Soft Goods & Merchandise

The brand's image and branding impact were tested using selected leisurewear items at MTB races and within a wider circle of acquaintances. Reactions and feedback were gathered to guide the next step – the founding of the C_SOU Cycling Team.

to the pictures

C_SOU

Bicycle Frame Design Concepts

A recognizable design formula for all performance-oriented bicycle frames was developed and tested for various color variation requirements. This includes the exclusive Christoph Soukup Limited Edition Signature line – inspired by the Austrian colors red-white-red, as a powerful tribute to his 14 Austrian championship titles.

This powerful design formula should also form the basis for the future bikes of the C_SOU Cycling Team.

Bicycle Frame Design Concepts

Here's a small glimpse into a selection of color combinations on the frame and components. The map contour lines, familiar to endurance athletes through Strava, were used as a texture element to create familiarity and recognition for the consumer.

C_SOU Cycling Team

After a year of development, C_SOU founded the C_SOU Cycling Team, incorporating all the design-oriented experience. Christoph Soukup launched the 2023 racing season with his own team – as co-founder and rider – bringing the brand directly to the track.

C_SOU Cycling Team

Branding Kit

The visual identity of the C_SOU Cycling Team was defined by an expanded branding kit with additional elements: an emblem, a flag, the initials CCT, and the colors natural white, navy blue, orange, and gold. The number 22 – representing the founding year – was also incorporated into the branding kit and would later play a key role in the development of the team's apparel.

C_SOU Cycling Team

Team Cycling Apparel | Concept & Idea

NHL ice hockey jerseys served as the visual basis. A crossover formula between ice hockey and cycling apparel was developed to bring something new and eye-catching to the track. The team emblem, stripes, and the use of the number 22 on the sleeves are elements directly inspired by ice hockey.

C_SOU Cycling Team

The Final Team Outfit

After the finalization and selection of the final racing outfits, a detailed design package with all branding assets was created and implemented in collaboration with GOBIK .

Pictures

CCT TEAM EDITION

MTB Frame Design

The frame design developed under C_SOU – the CCT Edition – was created to match the team kit.

CCT TEAM EDITION

Road Bike & Gravel Frame Design

The official podium T-shirt and cap

C_SOU Cycling Team

Podium Outfit

To emphasize the mentality and inspiration behind the ice hockey jerseys, as well as the strong individual character of the team, the CCT leisurewear for the awards ceremony was designed to reflect the CCT jersey while also displaying each player's name and number. The caps were also adorned with the players' names and numbers – a clear statement of team spirit and individuality.

CCT team presentation

C_SOU Cycling Team

Social Media Posts

CCT's social media management was carried out until September 12, 2023, and subsequently handed over.

c_sou_cycling | Instagram

Team Sticker Kits

Sticker kits were provided to each team member to individually brand helmets, bottles and cars – a sign of team identity and personal presence on and off the track.

C_SOU Cycling Team

Merchandise Range

A complete CCT merchandise range for online sales was developed to increase the team's visibility and identity. Particular attention was paid to closely aligning the color palette and visual language with the team's corporate identity – for maximum recognition and a strong brand presence.

C_SOU Cycling Team

Coffee collaboration

For the planned Kaffeewunder & CCT collaboration, a robust coffee blend was selected and a unique packaging design was developed. The photos show the prototypes of the coffee packaging – powerful in appearance and closely linked to the team's visual identity.

kaffeewunder.com

C_SOU Cycling Team

Coffee Merchandise

Coffee merchandise products such as CCT coffee cups and thermos coffee mugs were also planned for online sale – strong everyday companions that make the team identity visible even off the track.

to other projects