INDEX | /08 KAPELMUUR
JM / GD PORTFOLIO
SPANISH / ENGLISH
DAY / NIGHT / VAMPIRE ⬤

Kapelmuur

Branding Identity and UX/UI for Kapelmuur, Kapelmuur is an urban and sporty cycling brand that combines technical design with functionality and style.

Brand Identity
UI/UX design

          THE PROJECT          
Kapelmuur is an urban and sporty cycling brand that combines technical design with functionality and style. Drawing inspiration from the iconic Belgian wall of the same name, Kapelmuur embodies passion, effort and elegance on two wheels.
          DESIGN SYSTEM      
The work included the creation of the logo, the visual system (typography, chromatic palette, graphic style) and the consistent application of these elements in multiple media. In addition, I designed and structured their website whith wrodpress, with a focus on accessibility, clarity of information and user experience. The aim was to build an approachable and trustworthy image, reflecting their lifestyle and rutines.
           MY ROLE                 
As Senior Designer, I was responsible for the art direction, interface design and brand identity, including logo design, visual system, and overall look & feel, ensuring consistency across digital and physical touchpoints.
Proyecto Kapelmuur - Marca de ciclismo urbano

/ The Kapelmuur logo /

The Kapelmuur logo subtly integrates the silhouette of a mountain, referring to the iconic Belgian Kapelmuur (Muur van Geraardsbergen) climb, known in the cycling world for representing endurance, effort and passion. This symbol encapsulates the spirit of the brand and visually connects to its origin and identity.

kapelmuur stationary
kapelmuur ride
kapelmuur cycling shop
kapelmuur web

/ The Kapelmuur website /

Designed as a 360° cycling shop, the website combines e-commerce, branded content and community engagement, both online and in person at our Pozuelo de Alarcón shop in Madrid. Modular structure: well-hierarchised sections. It has a modular structure with well-hierarchised sections. The aspirational images, including ambient, product and community photography, reinforce the emotional connection with the user. The responsive design provides fluid navigation on all devices with legible typography and a structure that adapts to the screen size. The functional UI features uniform buttons, filters and subscription forms with a minimalist design and touches of colour to highlight key actions.

kapelmuur ride
kapelmuur totebag