Velo City

Culture in Every Ride

Clients: Velo City

Industry: Transportation

Services: Market research / Brand Strategy / Visual Identity / Application / Design Poster / llustration

A cycling brand inspired by European urban life

Taiwan excels in bicycle manufacturing, yet daily cycling culture remains limited. Velo City introduces Europe’s “ride as lifestyle” mindset, reconnecting people with cities through experience and education. Thinkways created a unified identity system that positions the brand as a cultural platform rather than a retail outlet.

Brand Concept

A cycling culture museum powered by passion

Centered on a “Museum of Cycling Culture,” the brand treats bikes and accessories as cultural artifacts. The tagline “Culture in Every Ride” conveys that each journey carries aesthetics, freedom, and urban attitude, reframing cycling as a lifestyle proposition.

Logo Design & Application Design

A geometric system that blends speed and cultural narrative

Geometric forms inspired by wheels and bike frames express motion and city rhythm. Blue, red, and orange reference Dutch cycling heritage. Applications and flagship-store illustrations integrate Taipei, Amsterdam, and Copenhagen, reinforcing the brand’s cultural storytelling.

Brand Forward

With integrated identity and spatial design, Thinkways positioned Velo City as both a cultural advocate and commercial brand. Cycling becomes a lived urban experience, transforming each ride into a moment of cultural discovery.

“When mobility is reframed as a strategy of reading the city, a brand evolves from a provider into a driver of cultural influence."

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