Just Vélo.

Within the VAS group conglomerate, a new division has just been created with the aim of offering a service similar to vehicle leasing, but in this case giving customers the possibility of having a premium bike and changing it for another model whenever they want. No purchase, no rental, no traditional concept.

In this sense, they wanted to convey this unconventional image and make it clear in all their branding. In their own words: ‘We want to express a punk attitude, freshness, quality and rebellion, but without excluding anyone (from those looking for a bargain to those who prefer a top-of-the-range product). A bicycle is not a whim, it is a lifestyle, and we democratise it with a cheeky, agile and creative tone…’ All under the concept ‘Don’t buy a bike. Live many.’

They asked us to give the message an ironic, fun, sparkling and somewhat provocative tone. To make people smile with sincerity. Even though their product is premium, it had to be accessible, an ingenious and honest option, where good doesn’t have to be expensive or complicated.

The spirit of this new company is fluid, restless and dynamic, and that is the image the brand wanted to project.

Our first step was to make an immediate impact, so we opted for an aggressive and contrasting colour palette, mixing two fluorescent tones with a more neutral one, combined with a typography as fluid and dynamic as its spirit. The whole ensemble has been supported by graphic resources inspired by revolutionary Soviet posters and touches of punk aesthetics, but without resorting to the clichés that ended up perverting it.

The overall iconography, like all these Soviet posters, is based on the concept of the raised fist, only instead of weapons, they are wielding a bicycle. It is a call to revolution that the brand aims to achieve in terms of freeing itself from the shackles of ownership and the inconveniences/costs that this entails for the user.