Rebranding
Cangoo
Context: In May 2021, Dutch cargo bike brand Cangoo sought to establish a fresh identity as they transitioned away from being part of the global bike brand Popal. The goal was to differentiate Cangoo from regular transport bikes and redefine it as a distinct brand in the market.
Goal: To create a new, unique identity that would not only set Cangoo apart from the competition but also foster a loyal and engaged community around the brand.
Role: Brand strategy & identity design, art direction, graphic design, production
Cangoo rebranding
From strategy to identity
We began with a comprehensive strategy session to define the core challenges and gather fundamental insights about the brand and its story. During this session, we focused on identifying the target audience, competitive landscape, brand narrative, values, personality, and other key elements. Following the session, I presented a summary along with the initial style-scapes that would serve as the foundation for the new brand identity.
Building on the insights and information gathered, I then developed the complete brand strategy and identity, delivering a detailed brand guide that included cohesive fonts, color schemes, logo usage, tone of voice, art direction, and guidelines for social media.
This newly established brand identity was subsequently applied to create essential touchpoints, such as thank-you cards, point-of-sale materials, and social media templates, ensuring a consistent and impactful brand presence.
Cangoo rebranding
Photography and videography
With a clear vision of what the brand needed to embody, creating a photography vision board was both enjoyable and seamless. I aimed for authentic photography featuring real people—not just perfectly posed shots, but the genuine moments in between that capture the true essence of these beautiful families.
We began by crafting a detailed presentation to convey the precise vision we had for the brand’s photography. The team executed this vision brilliantly, delivering photos and videos that perfectly captured the authenticity and warmth we were aiming for.
Cangoo rebranding
Website design
Following the creation of the brand identity guide, I designed initial outlines to capture the website’s look and feel. To bring this vision to life, we collaborated with a highly talented web designer and developer who transformed the brief into a dynamic and interactive experience that perfectly aligned with the brand identity.
Curious to see the result? Visit www.cangoo.nl to explore the final product.
Life is messy. Life is ups and downs and laughs and cries. Life is cycling through heavy rain but smiling because you know the destination is always rewarding. Life is busy and time is always scarce.
But even in all this running around you can rely on your Cangoo. Cangoo has everything to offer for a safe, comfortable and smooth ride. We’re here to help, whenever you feel helpless. For the good times and the bad times. We’re here, for life.
