Helyett Cycles
Brand Refresh

Helyett Cycles is a classic French bicycle brand that goes back to 1919. The name comes from the heroine of the operetta Miss Helyett, whose image adorned many of the head badges affixed to Helyett bicycles. Jacques Anquetil won three of his five Tour de France victories riding a Helyett in the mid-20th century, and serves as the inspiration for this modern brand refresh concept.


Client: Helyett Cycles
Project: Brand Refresh
Agency: Soulseven
Designer: Sam Soulek
Photography (Cycle Frame): Helyett Cycles
Photography (Historical): Various sources, Used for inspiration only