«Kryla» means «wings» in Ukrainian. A cycling and fitness apparel brand that had to be recognisable from fifty metres away, in motion, from a moving car.
Sportswear has a problem no other product has: it is seen folded on a shelf, stretched over a body, deformed in motion and shrunk to a pixel in a group photo. A logo that works on paper can vanish entirely on a back bent over the handlebars.
We didn't draw a wing — we drew its stroke. Two yellow shapes starting at the hip and opening upward, like the trace a wing leaves as it beats. It works because it isn't a drawing you must look at closely: it is a silhouette the eye catches from a distance, even when the fabric folds.
Every garment is a different canvas: the short jersey, the bib, the long tight, the knit top. The brand couldn't be a sticker placed in the same spot, because that spot doesn't exist on every piece. So we defined the gesture — where the stroke starts and where it goes — and adapted it pattern by pattern.
Once the gesture was settled, everything else solved itself: notebooks, tags, packaging. Same stroke, same blue-and-yellow pair, same starting point.
The identity was tested where it hurts most: on sportswear. Cycling jersey, backpack, gift card — the blue wing and the yellow survive sweat, seams and the washing machine.
