I was selected to carry out concept design and DFM for a touring pedal. The brand behind it, which used to manufacture bicycle accessories, was being resurrected after many decades off the market. The challenge for me was to capture the spirit of the century-old pedals in a contemporary design language - one that would win the heart of the Anglo-American riding public, whilst at once not alienating die-hard fans of the originals. The direction we settled on, after ample user interviews and market research, involves a traditional die stamped outer body, coupled with a forged and machined spindle. Only the internal cartridge bearings come off the shelf.