Client: Spoke and Motor
With the UK set to stop selling fossil-fuel filled cars by 2030, what better time to rebrand an e-bike business.
Spoke & Motor have taken the luxury car sales experience and repackaged it for those customer looking for adventure, affordability and a green-thumbed approach to travel. With a virtual showroom, easy-to-book test rides, and a bespoke handover delivery service, Spoke & Motor are setting themselves apart from high-high-street bike sellers, giving their customers a personal, high quality experience from start to finish.
By targeting an older customer base that likes to invest in quality but may not have the knowledge of e-bikes, Turtle and Hare were tasked with creating a premium brand that was simple to connect with, trust, and ultimately stay with despite not having a brick and mortar store.
The minimal and contemporary logo mark takes centre stage for the visual identity. The chain-link and bike switch icon encapsulates the business offerings for the brand, an instantly recognisable illustration easy for the business to stick and stamp on emails, paperwork and merchandise. By replacing the ‘and’ in the logo for the chain-link provides the customers with the trust that Spoke & Motor know the whole bike, back to front, from spoke to motor.
Simple design choices like this help to communicate the personality of the brand without having to resort to influencer-type tactics or phoney personalities pushing ‘a family story’. Influenced by luxury leathers, brush metals, and the intricacies of e-bike mechanics, we were able to develop a sophisticated colour palette and design language that elevates the brand’s core message without overcomplicating or overwhelming. The spoke lines in the ads break up blocks of colour and provide dynamism to the high quality photography, connecting text and image seamlessly and neatly.
The contemporary brand identity creates an established feel, even though the technology is futuristic. We avoided using tropes of other online retailers because the emerging e-bike market needs a refresh.
We swapped the stock photos, bulky interfaces and boring templates for a mixture of studio photography, lean graphics and high quality video. This gives the customer an experience of the bike, of the brand, rather than making it hard work to commit to a large purchase such as an e-bike.
Iconography is used to highlight the bespoke delivery service which sets Spoke and Motor aside from its competitors.
The messaging is clear, Spoke & Motor’s aim is precise, and the design style fits perfectly with the expectations of a luxury brand but remodels it for an emerging market. From start the finish the customer is in good hands. Once a bike is sold the rider is not forgotten.
Through our research and discovery process, we highlighted the important part branding could play in the bespoke handover experience. We designed a premium handover box that contains all the important docs, warranty info, hand-signed contact details and certificate of ownership, so the customer feels appreciated and confident in their purchase.
Spoke and Motor hold this quality customer care at the heart of their business. A bespoke handover and delivery process allows them to outclass their competition. We supported Spoke & Motor with a toolkit to clearly communicate their offering in a premium and stylish way, easily adaptable for future tweaks and expansion.