Richard Antonio Carapaz Montenegro, known as “La Locomotora del Carchi” (The Carchi Locomotive), is a professional Ecuadorian cyclist competing with INEOS Grenadiers. He is widely considered the best elite athlete in Ecuador’s history. Winner of the Giro d’Italia and a Gold Medalist at Tokyo 2020, among other triumphs, Carapaz embodies perseverance and Ecuadorian talent.

His professional Brand design project went beyond the logo and its usage guidelines, developing a comprehensive graphic system for multiple applications, especially souvenirs. This visual language merges geometric patterns and figures representative of the Andean-Ecuadorian culture, evoking the majesty of the Andes and the richness of its traditions. These elements connect Carapaz’s image with his homeland’s identity, reinterpreting ancestral motifs with a contemporary approach that reflects the energy of high-performance cycling.

Visual resources were generated for diverse advertising: impactful posters, digital banners, and promotional materials, all imbued with the brand’s authenticity and a color palette that unites the sport with the Ecuadorian landscape.

A key component was the design of exclusive apparel for the “Richard Carapaz” store. These t-shirts, jackets, and accessories creatively integrate the graphic language, allowing fans to proudly wear their idol’s symbols. A balance between sporty aesthetics and sophistication was sought, creating garments that are both functional and representative.

The manufacturing of souvenirs was approached with detail, conceiving collectible objects that evoke Carapaz’s achievements and inspiration. Keychains, mugs, and other items strategically incorporate the graphic language, conveying the brand’s essence and its cultural connection. Quality and production ensure they endure as a testament to his legacy.

This comprehensive project built an identity that goes beyond the logo, merging the athlete’s image with Ecuadorian culture. The resulting brand celebrates a nation and emotionally connects with fans through various media and the “Richard Carapaz” store, a space where the passion for cycling and Ecuadorian pride converge.