oloo

roll to everywhere

Clients: China Motor Corporation

Industry: Mobility

Services: Market Research / Brand Strategy / Naming & Tagline / Brand Design / IP Design / Design Extension / Web Development

Redefining the Last-Mile Mobility Experience

As Taiwan’s shared mobility market rapidly matured, THINKWAYS was commissioned by China Motor Corporation to support their innovation team in launching the first shared e-scooter brand. In a space dominated by bikes and motorcycles, the challenge was to spotlight the unique advantages of e-scooters and introduce “Micro-Mobility” as a relevant and resonant mobility solution. Through market research and strategic naming, we positioned the brand as the “go-to choice for short-distance urban travel,” bridging commutes, campuses, and daily micro-journeys with a fresh take on city movement.

2022 Golden Pin Design Award

2023 iF Design Award - Brand & Communication

Brand Concept

A Playful Language for Urban Commuting

The brand name “oloo” draws inspiration from the circular motion of wheels and the playful Taiwanese onomatopoeia “嚕” (rolling), conveying lightness, agility, and human-centric mobility. The tagline “roll to everywhere” embodies the brand’s promise of seamless freedom, while the local slogan “懶惰雖可恥但有用” (“Lazy but clever.”) infuses the identity with wit and character. We developed three brand values —Smart Gadget, Chill Companion, Warm-Hearted Friend—to infuse emotional resonance into mobility contexts. A dinosaur-themed IP further extends the brand personality, adding charm, relatability, and storytelling depth.

Logo & Applications

Dynamic Identity with Human-Centered Mind

The oloo logo features a handwritten-style “L” that echoes the posture of a rider on a scooter—visually embodying the brand’s focus on user connection. Paired with motion-inspired typography and multitrack lines, the visual identity evokes a spirit of “rolling and exploring.” The primary palette of greens, grey, black and white hints at nature and imagination toward dinosaurs’ life, while reinforcing a clean, future-forward impression.

Our comprehensive design system spans vehicle livery, helmets, app interfaces, web design, and branded merchandise. The brand voice—humorous yet consistent—extends across touchpoints, from UI to social media. We applied rhythmic visuals and expressive copywriting to build distinct recall and cohesive experience, successfully establishing Taiwan’s first micro-mobility brand.

IP Design

Everyday Companions with Character and Fun

To deepen brand affinity, we developed a unique character IP—friendly dinosaurs on scooters—bringing humorous contrast and endearing charm to a new-age transit solution. Each character is thoughtfully designed with detailed attributes including size, habits, catchphrases, and preferences, becoming the best travel companions. These creatures mirror the diversity of users, offering a shared visual and emotional language through mobility. The IP lives across app interfaces, social media, and digital environments, fostering emotional connection and memorable brand presence.

Website Design

A Digital Playground of Everyday Delight

The oloo website blends custom illustrations, subtle animations, and conversational messages to reflect the brand’s approachable identity. In the hero section the handwritten “L” is replaced with alternating scooter and motorcycles’ visuals—clearly highlighting the product offering. Rental stations are marked as “Volcano,” and the supporting team is whimsically depicted as “Cavemen,” peeking through glowing eyes to add a playful tone.

Copywriting reflects everyday language and local humor—“for the price of a soy egg”—to convey the service’s accessibility and value. With seamless navigation, clear service info, and interactive touchpoints, the site delivers a branded experience that is both functional and delightfully human. It serves as a digital embodiment of oloo’s vision: fun, accessible, and purposefully designed for the age of micro-mobility.

Brand Forward

We’re honored to have partnered with China Motor Corporation to bring creativity into this pioneering urban mobility venture. With our strategic and design support, oloo not only introduced a new form of transport—it created a new language for how we move. As the service expands across Taiwan’s university, major city centers and we’re excited to see electric scooters become a stylish, accessible, and joyful solution for the last mile.

“We don’t just create brands. We create lifestyles and atmospheres that connect with people.”

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