American Classic is a legacy brand born of the '80s and '90s lightweight and high performance bicycle component market that was relaunched under new ownership in 2021. Pfaltzgraphic was consulted shortly after acquisition to create a new American Classic identity, visual style, and overall brand voice, look, and feel to match the current cycling market. Pfaltzgraphic set the American Classic style and designed all of the initial product graphics, packaging and technical marks, contracted brand launch photography , and consulted on product and technology names and descriptions. Website wireframe structures were provided to an in-house American Classic implementation team, and Pfaltzgraphic designed and worked with fabricators to create American Classic event and booth displays.