PUMA Fishtail Rides
Creation of PUMA Fishtail Rides brand, identity and communication for a fixed gear community to kick start the culture in the Middle East
PUMA Fishtail Rides
PUMA Middle East approached M&B to create a brand name, identity, film and soundtrack to launch a new fixed gear community in Dubai. In a young city, disparate and sparse, a city ruled by cars and taxis, there is little connection to the streets. Fishtail Rides has been born out of this feeling and a need to reconnect with the streets of Dubai again. It's not a race, or a fancy fitness group, it's as complicated as people + fixies = good times.
Scope of work: Brand / Naming / Identity / Film / Photography / Print / Art Direction / Music
Brand manifesto:
Calling all bored street spectators and neighbourhood haters
It’s time to go for a different kind of ride
Say hi to every smell, sight and sound
And with every turn leave all the things that weigh you down
You’re carrying all the fuel you need, a thirst to explore
This is no secret club, no race to the finish or fitness hub
Welcome to street math, we’ve got teachers being schooled and lawyers breaking rules
We don’t care for Tom Toms, doing it wrong, rules of the beat or one way streets
We are a herd of wild street Buffalo and we don’t take too kindly to directions
Where we’re going, there is no B, just A to free
Ride a different side of your city.
