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HumanForest rebrands to Forest and doubles fleet size

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Rebecca Morley's picture

Rebecca Morley

Rebecca has been in cycling journalism since 2018. She started out at trade title BikeBiz and still contributes features to its monthly magazine, and was also named one of Cycling UK's 100 Women in Cycling 2019.


9 months 2 weeks ago

The company says the aim of the rebrand is to, “reconnect the bike and its riders to its primary source of inspiration, a tree”. Forest’s new slogan is, “the bikes that look like trees".

 Stuff like that makes me wonder how marketing people tick. It just seems so far removed from the core purpose of what a bike hire company is about, I struggle to see any relevance. And yet for them it's the main message. Bizarre.