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young man and woman standing in front of wall with Grin electric rental bike and scooter representing rebrand and imagery of the brand

Agency: Rebu

Client: Grin & Yellow

Brand Identity

Through a strategic merger, two prominent electric scooter and bike rental companies embarked on a transformational journey to consolidate their strengths and redefine urban mobility in the Latin American market. The primary goal of this project was to create a compelling brand identity that seamlessly integrated the essence of both merging companies while projecting a new image with emotional appeal for users in various different countries alike.

The genesis of this new brand unfolded on the streets, where our customers would naturally encounter Grin. Our investigative process for inspiration took us to the streets on bikes and electric scooters, immersing ourselves in the very environment we sought to transform. The street itself, with its textures, imperfections, and varied surfaces, became our inspiration and material for experimentation at the same time. Further we tracked our movement throughout the city while using the scooters, resulting in insights for the visual language of the new brand.

Elevating Urban Mobility
Navigating the process

The patterns derived from our experimental creative phase became a visual embodiment of urban dynamics, infusing the brand with a distinctive, fun, and bold identity. Shapes of city blocks, cut from maps, were transformed into image frames and grids. Logo and graphical elements were inspired by the movement through the city recorded on our tracking apps. Branded ramps to bridge the curbs of sidewalks became an idea to solve a reappearing problem while riding the scooters through the city. Sponsored cycle lanes were developed as contributions not only for the benefit of our brand's users but also for the broader two-wheel community. A diverse collection of branding assets, seamlessly resonating with street culture, positioned Grin as more than a mere brand – it evolved into an artistic tribute to the contemporary navigation of vibrant cities.

From Patterns to Personality
young man and woman standing in front of wall with Grin electric rental bike and scooter representing rebrand and imagery of the brand
branded bike lane in são paulo brazil as showcase for the rebrand of an electric scooter and bike rental service
truck driving through center of são paulo with rebranded design shwcasing design elements
out of home super sized poster showing brand communication for electric scooter and bike rental company
a small branded ramp to bridge the gap between curpb and street so scooters and bikes can have easier access
iPhone on a marble table top at the creative studio showing an animation of opening mobility app
various rebranded electric scooters standing infront of office building
t-shirt showing apparel design from branding process
wall showcasing various posters in order to visualize branding elements like logo, photography and key visual
wall showcasing various posters in order to visualize branding elements like logo, photography and key visual
dark green hoodie with neon green logo design for electric scooter company
wall showcasing various posters in order to visualize branding elements like logo, photography and key visual
branded tote bag as usecase for a rebranding process
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