London e-bike operator HumanForest has rebranded to Forest bikes and has also doubled its e-bike fleet size, having recently secured £12m Series A funding.
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”.
The rebrand spans both the company’s physical and digital touchpoints, and officially launched on August 1 with the entire fleet set to have the new name by September.
Software changes include a new website and an updated Forest app. Having experimented with airless tyres, the Forest bike now also has brown air tyres, which the company says will allow for a smoother ride experience and will reduce turnover of bike parts.
Michael Stewart, Forest’s chief marketing officer, said: “Our objective was straightforward. We wanted to simplify our brand across the board. Our bike looks like a tree, so let’s roll with that.
“We have always been and continue to be the most affordable and sustainable shared e-bike on the market, so by honing in on the visual identifiers of the brand, we're continuing to strengthen the positive brand association with Forest.”
Joe Rampley, Forest’s head of design, said: “Our compound name (HumanForest) was always going to be a challenge in a market where fast service and recognisable brand identifiers are key to a customer’s experience.
“People want to see their bike of choice, take in their USP, and subsequently ride it. By reducing the brand noise we are signalling a new dawn for the company and honing-in on what makes us the best option: being the most sustainable, and being the most affordable.”