Loota Bikes
Loota Brand Development:
Brand Strategy
Visual Identity
Communication
Marketing Tools
Background
Loota Bikes is a Tampere-based e-bike company specializing in cargo bikes designed for practical, sustainable urban living. As cycling continues to reshape Finnish cities, Loota identified an opportunity to become a leader in reliable, eco-conscious mobility solutions for families and environmentally aware individuals.
The challenge was to craft a distinctive brand identity that reflects Loota’s technical expertise, warmth, and commitment to everyday sustainability while standing out in Finland’s competitive e-bike market. The brand needed to connect with both families and eco-conscious individuals, balancing trustworthiness with approachability and expressing a genuine connection to the local cycling community.
Strategy
Our strategy centered on positioning Loota as a reliable authority in practical urban mobility. Rather than relying on a single persona, we defined clear brand pillars: practical expertise, sustainable living, and community engagement. These principles informed every design and communication decision, ensuring the brand expressed both technical confidence and genuine human connection. The outcome is a brand identity that feels knowledgeable, trustworthy, and aligned with the everyday values of its audience.
Key focus areas:
Practicality as the core brand promise.
Eco-consciousness as an integrated value, not a marketing angle.
Community connection through local events and authentic, everyday storytelling centered on cargo bikes.
Visual Identity
The visual identity was created to reflect Loota Bikes’ blend of practicality and approachability.
Logo & Typography: Approachable custom typeface, with bold, modern forms, and structure.
Color Palette: A mix of earthy greens and energetic oranges, representing both sustainability and motion.
Graphic Elements: Simple line illustrations and modular shapes that can flex across digital and print platforms.
Photography Style: Authentic urban cycling moments that capture real riders and real situations, reflecting Loota’s hands-on expertise and deep understanding of the cycling community.
Verbal Identity
The verbal identity was developed to express Loota’s expertise and warmth, communicating technical knowledge in a clear, relatable, and genuinely human way.
Tone of voice: Warm, knowledgeable, and human, making technical topics approachable and inspiring trust.
Communication: Focused on clarity and connection, highlighting everyday practicality and environmental responsibility while maintaining a personable, down-to-earth presence across all touchpoints.
Marketing Tools
To ensure Loota could maintain consistency internally and externally, we created tools and assets:
Custom Canva Templates: Social media posts, posters, and promotional materials ready-to-use by the Loota team.
Brand Guidelines: A concise playbook on applying visuals, tone of voice, and messaging.
Brand Assests: A collection of brand material to be used for their marketing efforts.
Merchandise
To ensure Loota could maintain consistency internally and externally, we created branded merchandise that extended the identity into everyday life, including bags, apparel, and a limited-edition products.
Custom Merchandise: A curated range of branded items, including bags, apparel, and a limited-edition craft beer, created to strengthen community connection and express the brand’s personality in tangible form.
Results
A cohesive identity that differentiates Loota Bikes in a growing but competitive e-bike and cargo bike market.
The new identity gave Loota Bikes a strong, memorable presence that reflects both their expertise and their values. The refreshed visuals and messaging increased engagement across digital channels and reinforced their position as a trusted local brand.
Internally, the toolkit and brand guidelines empowered the team to produce consistent content without external design support, streamlining their communication process and reducing turnaround time for campaigns.
The project positioned the company not only as a service provider but as a recognizable lifestyle/ sustainable movement brand for urban cyclists in Finland.
Loota Bikes | Henri Laine | CEO