Mycle is a new brand creation by B&B studio encompassing brand positioning, creative strategy, naming, brand design, website and packaging. A direct-to-consumer electric bike brand, Mycle sells a range of motor-assisted cycles and scooters from www.mycle.co.uk

The People’s Bike
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.

Connecting Communities
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 creative reflects this spirit, starting with the name, inspired by the brand’s founder Michael Wooldridge, but chosen to embody the brand’s friendly personality. 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. The brands lifestyle photography, also art directed by B&B, reinforces Mycle’s values of community and connection. As well as creating the brand’s visual identity, B&B was instrumental in defining the product, from frame shapes to colours. Consumers can build their own bike online, choosing from a range of frame colours, handlebars, saddles and tyres.

Claudia Morris, Creative Director at B&B studio, says: “Mycle has been a joy to create as we’ve been able to get involved at every stage from advising on product design through to art directing promotional videos, social media content and designing a pop-up shop. 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.”

Founder Michael Wooldridge adds: “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.”

Mycle will celebrate its launch with a concept store on London’s Portobello Road this August.