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Ebike Center – A brand identity
case story

Ebike Center is a Finnish e-bike retailer founded by two brothers with deep industry knowledge and a growing customer base. Their brand had evolved organically — a gradient gold logo, inconsistent typography, and no defined visual system. The identity didn't match the expertise behind the business.

Working at hasan & partners, I led the visual design direction for a full brand refinement: from audit and competitor analysis through to a new visual identity, brand guidelines, and applied design across digital and physical touchpoints.

The Challenge

The existing identity had several issues. The logo relied on a gold gradient that broke down at small sizes and on light backgrounds. Typography was undefined — dozens of different fonts appeared across the website, social media, and store signage. The overall look felt inconsistent and lacked the professional, trustworthy impression the business needed to support its growth.

Process

I started with an audit of the existing brand, mapping every touchpoint where the identity appeared — website, social media, store signage, packaging. Then I ran a competitor analysis across the Finnish e-bike market, examining how competitors handled logo conventions, color, typography, and graphic elements.

A key insight from the analysis:

Nearly every competitor in the space uses black-and-white palettes with sans-serif logotypes. Differentiation opportunities existed in color, personality, and how the brand communicated — not just how it looked.
Together with the client, we defined brand attributes through a word-selection exercise and distilled them into three communication cornerstones: expertise, approachability, and confidence.

Three Design Routes

Based on the strategy work, I developed three distinct visual directions — each interpreting the brand attributes differently through logo refinement, color palette, typography, and graphic elements.

The Chosen Direction

The final direction modernized the logo with Brandon Grotesque, introduced a refined C-mark icon, and defined a warm, premium color palette anchored in black and gold. The updated gradient was reworked to be more controlled and reproducible, and a full typography system (Space Grotesk) brought consistency across all materials.

Applied Design

The new identity was rolled out across digital and physical channels: website, social media templates, newsletter, store signage, exhibition stand, and branded merchandise.

Results

The brand refresh was part of a broader investment in branding and digital marketing.

Within one year, Ebike Center quadrupled their sales.

Read the full growth story on Hopkins.fi →