Sugar Wheel Works

Sweet brand goodies for a small custom wheel shop in Portland's Northeast neighborhood.

SOLUTION:

Owner Jude Gerace is a bright, fun and spirited soul- and she needed every morsel of her brand and shop space reflect that.

Sugar builds custom wheel sets, bringing delight to a niche craft experience. Sugar’s custom cycling cap features various wheel-lacing patterns, with the brim interior revealing their mantra: 'Never Salty.’

Sugar is now owned by custom frame-builders, Breadwinner Cycles.