Metro Rover

A bold identity for a modern urban cycling brand

Utility cycling is growing in North America, and Metro Rover wants to revolutionize the way we travel by providing affordable and practical bicycles designed for everyday life.

Metro Rover doesn’t want to just sell bicycles, they want to be disrupters of the status quo. To bring this vision to life, this brand strategy was designed with a bold statement: changing the way we view cycling.

Year: 2023

Location: Toronto, Canada

What is Metro Rover?Metro Rover aims to elevate city living by providing an active and sustainable alternative while maintaining style and sophistication.

Pragmatic
Smart
Traditional
Sophisticated
Conscious
Chic
Stylish

Brand EssenceThe brand essence “Down-To-Earth Transportation” represents Metro Rover’s vision to make practical urban bicycles that anyone can use while also making a positive impact on our planet.

A better alternative Metro Rover’s mission is to “make cycling more practical, safe, and enjoyable.”

Metro Rover targets a general audience of commuters who are looking for a practical transportation alternative.

Typography

Neue Hass Grotesk Pro
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Apple Garamond
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ColourThe brand palette draws from organic earth tones to underscore the ecological integrity of Metro Rover’s bicycles, while also taking inspiration from tones found in a city.

LogoMetro Rover’s logo takes inspiration from the bicycle chain, a timeless and easily recognizable icon.

Web design

Advertisement campaignPosters were designed and placed in strategic locations such as public transit and highway billboards, attracting commuters with a more enjoyable alternative.

Brand guidelines