B&B studio designs identity new e-bike brand

London-based creative agency, B&B studio, designed the brand positioning, naming and brand design for Mycle, a new electric bike brand that aims to connect communities.

While many electric bikes launching into the market focus their communications on high-spec features and slick technical branding, Mycle aims to take a more accessible approach. The brand focuses on people enjoying the product, building on key values of freedom and friendship as it portrays the Mycle lifestyle. The brand seeks to promote a ‘local lifestyle’, positioning electric bikes as a more sustainable way to make everyday journeys.

The name of the brand, inspired by the brand’s founder Michael Wooldridge, was chosen to embody the brand’s friendly personality. The logo is rendered in a rounded, flowing font that aims to connect the M and Y for a sense of motion and community, while the yellow and orange palette seeks to lend a sunny, outdoors feel.

B&B studio included simple illustrations, crafted in house, to reinforce this playful attitude, and extend the brand across all touchpoints from digital to delivery boxes. The brands lifestyle photography, also art directed by B&B, aims to reinforce Mycle’s values of community and connection.

“As soon as we had the name, the personality and attitude of the brand became clear. Focusing on the lifestyle that the bike allows you to enjoy, rather than technical product details, has helped us build a DTC brand that feels deeply connected to its consumer,” says Claudia Morris, creative director at B&B studio.

“I’m delighted with the brand we’ve created, which feels so refreshing in the e-bike space. Whenever you want to get out, meet your friends and grab a coffee, Mycle really is your new best mate,” says founder Michael Wooldridge.