Arjowiggins Graphic supports Studio Kunze on luxury rebrand of Passoni bicycles


Studio Kunze has been appointed to design the rebrand for Passoni bicycles. A significant part of this is the design of a catalogue that aims to illustrate the sleekness of the bicycle’s designs through the medium of Arjowiggins Graphic’s high quality recycled CyclusOffset paper.

The consultancy was approached by Passoni, a luxury custom bicycle frame building company based in Italy, to design a new logo and identity for the business, which would mirror the rebrand of the bicycles themselves. At the heart of this rebrand, and a way of communicating it, is its new catalogue, which Passoni wanted to be more than just your average bike catalogue.

Targeting cycling enthusiasts, Studio Kunze sought out to express a vision of the bicycle being the hero. The result is a design that conveys understated luxury through the images, the size of the catalogue, the foil blocks used to print the brand logo and the quality of the recycled paper on which it is printed.



FPassoni_Catalogue_LR-1-1-001or this, the design consultancy turned to Arjowiggins Graphic’s 100% recycled CyclusOffset paper and Leycol Printers Ltd to print the catalogues.

Jeremy Kunze, Founder, Studio Kunze, explains:

“We wanted the catalogue to convey the newly designed bicycles in a style more synonymous with a luxury fashion brand but in a subtle way. The A3 size brings the heroic element of the bikes whilst the CyclusOffset paper with its tactile texture prints beautifully and portrays Passoni’s craftsmanship and attention to detail.”

Angela De Vorchik, Operational Marketing Manager UK, Arjowiggins Graphic, the leader in the development of environmental paper solutions, adds to this:

“We’re really pleased that the quality of our CyclusOffset paper plays an important role in the overall design of this Passoni catalogue. Similar to the brief that this needed to be more than just a bike catalogue, it shows that CyclusOffset is more than just paper.

The look and feel adds to a design concept and in this case, helps bring the pages to life.”



Passoni_Catalogue_LR_Page_15Finding the right printer was an equally important aspect to creation of the catalogue as it needed to compliment the choice of paper and quality of the photographs ensuring images don’t appear flat.

Richard Davey, Sales Director, Leycol, who has been working with Cyclus paper for over 20 years, explains:

CyclusOffset is a perfect fit for Passoni – there’s crossover in that the bikes are hand crafted products and we were working with a paper that feels handcrafted, unique and different to low-grade silk material.

For an uncoated material it prints extremely well, which allowed us to retain the bright colour quality of the photographs.

The catalogues were printed using a Heidelberg CD six colour 102 coater and vegetable-based inks made from 100% bio-matter, producing a beautiful catalogue that is also sustainable.”

Antalis, a UK distributor of Cyclus, will be using the catalogue to showcase CyclusOffset paper by mailing it out to over 1800 of their customers.



passoni_03A new London based design practice specialising in art direction and design.






passoni_02Leycol is the largest central London based printing company and employs 65 people with a £9 million turnover. Situated close to Canary Wharf and Olympic Village the company offers a totally integrated print offering. In-house CTP repro, three of the latest generation B1 sheet-fed Heidelberg presses, digital printing and comprehensive finishing facilitates high quality print solutions within the tightest of deadlines. With ISO 14001 and 9001 it has established a strong profile with many high end and luxury brands and design consultancies for producing a diverse range of work for clients who demand exceptional quality print solutions.