VanMoof.

Making urban mobility a pleasure.

Global brand and product positioning.

The iconic Dutch ebike brand went through a meteoric rise followed by a widely-publicised bankruptcy that affected consumer and industry trust.

With new ownership and a plan for business recovery, we needed to signal the change externally to the world.

We zagged from the familiar “greener, smarter” narratives that dominate the category, and built instead from the sensation of moving through the city on a VanMoof. From its sleek design to its kicklock and turboboost, it’s an absolute joyride.

We positioned VanMoof as a brand that believes city mobility should spur you on, not hold you back. And their ebikes as objects of desire that make city mobility a pleasure.