2022
Wini BikeBrand identity and social launch for a bike rental service
Wini Bike rents bikes by the hour in Oran. When it launched, renting a bike was not something Algerians had done before, so the brand had to explain the idea before it could sell it.
I designed the identity and ran the social launch. In three months of organic posting the account reached 10,800 followers, at almost no media cost.
Team
Brand designer (me)
Founder
1 photographer
Brand identity · Social design
2022
The problem
A service with no reference point
Nobody in the city had rented a bike before. There was no habit to tap into and no competitor to be measured against, so the first job was not differentiation, it was explanation.
That set the order of the work: the mark had to say what the service was, and the posts had to teach people how to use it.
First sketches: the wheel, the initial, the rider.
The mark
A wheel, a W, and a rider going up
Three things had to read at a glance: the object, the name and the feeling. I built the mark from the wheel, the letter W and a cyclist pointing upward, so the movement is in the logo rather than in a tagline.
Sky blue and green carry freedom and the outdoors without either word appearing anywhere.
The mark, drawn on the wheel it comes from.
The system
Built for the street before the screen
The identity had to survive a t-shirt, a bike frame and a phone feed. The mark stays legible small, the palette stays flat enough to print, and the pattern gives the brand something to own when the logo is not in shot.
Outcome
10,800 followers in three months
The account reached 10,800 followers in three months, organically and at almost no media cost, and Wini Bike became the name people used for bike rental in the city.
Key learnings
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Introducing a category is a different job from competing in one. Most of the work was explanation, not persuasion.
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Local references did more for reach than production value. What travelled was what sounded like Oran.
The launch
Speak Oran, not marketing
I wrote and designed the feed around the city: its landmarks, its language, its jokes. The account had to sound like someone from Oran, not a brand arriving in it.
Explanation came first — three steps, one post — and the offer came after. The posts that travelled furthest were the local ones.
Organic posts, written for Oran.