Maddys, Chennai x3 & one more
Brand Identity
FMCG
The Lighthouse Farming Experiment
Brand identity for a startup empowering farmers in Uttarakhand
THE CONTEXT
Yulu Bikes is India’s leading electric micro‑mobility service provider, offering short‑distance e‑bikes and cycles to solve last‑mile and first‑mile commute challenges.
As the company evolved from a cycle-sharing startup into a larger urban mobility platform, it needed a brand that could grow with it. One that reflected its purpose, scale, and vision for the future of sustainable transport.
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THE CHALLENGE
The existing identity had two major flaws: it was hard to read (often misread as “Cyulu”) and overly literal, visually anchored to bicycles instead of sustainable mobility.
We had to help Yulu shift perception from a bike brand to a broader, sustainable transport operator, without losing clarity or flexibility.
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THE BIG IDEA
Yulu isn’t just about bikes: it’s about bridging gaps in India’s urban commute.
Yulu is the link that completes the transportation chain.
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THE LOGO
At the heart of the rebrand was a critical correction.
The old logo often got misread as “Cyulu” and visually leaned too hard on bicycles.
The new logo is simple enough to scale, distinct enough to own & meaningful enough to stand the test of time.
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THE VISUAL LANGUAGE
Beyond the logo, the identity system used the link as a unifying design element.
This motif appeared across illustration, motion, and layout. Gaining meaning through how it moved or morphed.
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SCALABLE SYSTEM
The link motif became an expressive asset that could carry the brand without the logo.
It’s flexible enough to adapt, yet distinctive enough to stay recognizably Yulu, across sizes, surfaces, and screens.
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