Road Rides is a fictional bike store in Toronto's Annex that builds and repairs bikes, with a 75 year history as a family business. The style was kept youthful and whimsical to appeal to children and those looking for a more leisure style of biking. This laid-back approach differentiates itself from competitors who tend to focus on the hardcore, sporty side of biking. The colours and graphics are playful and lively, which create an easy and inviting atmosphere within the store.