Mycle
Connecting
communities.
Brand Positioning. Name Creation. Copywriting. Brand Identity. Packaging Design. Artwork. Print Management. Brand World.
Mycle is a UK-based brand offering a range of affordable e-bikes designed to make sustainable travel fun, accessible and exciting. B&B came up with the name Mycle as part of the brand creation project that also encompassed brand positioning, visual and verbal identity and brand world. The name was part-serendipitous and part-strategic – the brand founder’s name is Michael, which was too great a gift to ignore, but the name also needed to play a role in defining the brand’s fun-loving and friendly personality.
While many electric bikes launching into the market focus their communications on high-spec features and slick technical branding, Mycle takes a more accessible approach. In keeping with its democratising attitude, the brand focuses on people enjoying the product, building on key values of freedom and friendship as it portrays the Mycle lifestyle. The brand aims to promote a ‘local lifestyle’, positioning electric bikes as a more sustainable way to make everyday journeys, challenging habitual car usage and demonstrating a positive impact on the health of people and the planet.
Designed to connect you to the people and places you belong, Mycle celebrates community and inspires a life that is lived more locally – a growing desire in the wake of Covid-19. The logo is rendered in a rounded, flowing font that subtly connects the M and Y for a sense of motion and community, while the bright yellow and orange palette lends a sunny, outdoors feel. The addition of simple illustrations, crafted in house, throughout the brand world reinforces this playful attitude, and helps extend the brand across all touchpoints from digital to delivery boxes.
“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.”
Michael Wooldridge, Founder
