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26E AU Tower
United Arab Emirates

+971 (0)4 458 6508

Moloobhoy & Brown is an award-winning independent design and brand communication agency based in Dubai, UAE. We strive to deliver creative thinking that differentiates our client’s brands across all key touch points. It’s what gets us out of bed in the morning

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 Identity

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

 PUMA Fishtail Rides Brand Neon Signs
 PUMA Fishtail Rides Brand Sticker
 PUMA Fishtail Rides T-Shirts
 PUMA Fishtail Rides Spoke Cards
 PUMA Fishtail Rides Spoke Cards

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. 

 PUMA Fishtail Rides Brand Imagery
 PUMA Fishtail Rides Brand Imagery Stickers
 PUMA Fishtail Rides Brand Imagery Riders
 PUMA Fishtail Rides Brand Imagery Ride
 PUMA Fishtail Rides Brand Imagery Sunset
 PUMA Fishtail Rides Fixed Gear Poster
 PUMA Fishtail Rides Event Branding
 PUMA Fishtail Rides Event Branding