Urban eBikes

Designing a Brand That Keeps Up With the Mission

The Challenge

Urban eBikes isn’t about flash. They’re about function – purpose-built, planet-friendly, and made to last.

Since 2014, they’ve stood for one simple idea: Buy once. Buy well. Ride better.

But their branding? It didn’t quite keep up.

The visuals were static in a fast-moving category. And in a market full of cheap lookalikes and empty noise, Urban eBikes needed to stand out with a sharper identity that matched their mission, energy and edge.

The Approach

We started with one question: If Urban eBikes were a ride, how would it feel?

Answer: Fast. Clean. Purposeful. With a jolt of electricity.

The result? A confident new identity built for motion.

At its centre sits a custom typemark with a lightning-strike ‘e’ – a flash of speed and a nod to the bike’s power. More than a logo tweak, it became the heartbeat of the system, pulsing across wraps, signage, uniforms and merch.

We rolled the identity out wherever the brand moves:

• Bold graphics that hold up at 30mph
• Wraps that get attention (for the right reasons)
• Team merch that gives riders and staff something to stand behind

The Impact

Urban eBikes’ brand now keeps pace with its product and makes the mission unmissable.

It’s not just a bike company. It’s a movement.