Primarius – Hand Built Bikes

Primarius produced strong, sturdy, durable bikes capable of dealing with narrow city streets, wet cobbles, icy tram tracks and anything the unpredictable Dutch climate could throw at them. Sadly, the company’s refusal to use cheaper metals and imported parts ultimately lead to its demise. But recently relaunched as a high-end, hand-built bike brand. Working with existing images, it was a lovely opportunity to adopt a confident tone and write for two wheels instead of four.

AD / CW: Dan Mawdesley.