Work / Bicycle repair
Backpedal
A back-courtyard repair shop known only by word of mouth. People could never find the door, and the owner spent half a day a week answering the same three questions by phone.
- SectorBicycle repair
- LocationTallinn, Estonia
- Year2025
- DeliveredIdentity, shop signage, repair-booking app
What we did
- Made a chainring mark that works painted on a courtyard wall and stamped on a service card.
- Picked a steel-and-hi-vis palette that stays legible in a dim passage, and designed an enamel-style hanging sign.
- Designed a three-screen booking app: pick a repair, pick a time, then follow your bike from the bench to ready.
- Answered the three phone questions — price, time, where — on the first screen, before anyone has to ask.
The outcome
Walk-ins found the door, and most repairs are now booked ahead. The owner says the phone is quieter and the bench is busier, which is the right way round.
Identity & packaging
“The app did a week’s talking for me. Now people arrive already knowing the price.”— Mechanic, Backpedal
Next project
Kelder Coffee →Mockup photography: Unsplash