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MFA PoD Blog

MY ROLE. 

– Name
– Branding

– Packaging
– Art Direction
– Prototyping

– Design Research

CONTEXT. 

Tongue is a carbon bike saddle with a deployable fender meant to defeat rear-wheel bike spray on command. The fender slides inside a track on the saddle's shell, underneath a thin layer of gel — all designed to allow bike messengers to ride for long hours in comfort and with convenience.

 

Bike messengers — the subculture we designed for — are ‘gearheads’ that will do anything to maintain the beautiful geometry of their fixie bike. The messengers do not like the bike fenders on the market today because they break with the bike geometry, and are composed of cheap and dull materials. Meanwhile, bike messengers tend to have a rebel attitude and would therefore rather bike in the rain all day with a wet back from having no rear fender, than having a dry back but looking bad because of a cheap plastic fender. 

Tongue
Art Direction & Brand Development

Packaging
Sketches