Rapha is a cycling boutique founded 10 years ago by Simon Mottram in London. While their stores have now spread across the world, they have managed to keep each one unique. I’m not really much into cycling equipment myself but I was attracted to the beautiful design of the Surry Hills store which I have explored a few times.

Rapha have thoroughly developed the culture around their brand; including the Rapha Cycle Club, some brilliant video content and their Mondial magazine. Their identity is an all-round success from the logo to the interior via their clothing range and publishing. The typography chosen for the Rapha logo is both professional and personal. I also find that the black and pink colour palette gives the idea of friendliness and expertise. Their branding is timeless, combining retro and contemporary elements with taste and passion.

410 Crown Street, Surry Hills, NSW 2010