The Brand Identity

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Studio South creates a whimsical brand for HumanForest, London’s first ‘truly green’ e-bike service

HumanForest is London’s first ‘truly green’ e-bike service. They aim to reduce CO2 emissions in the city to make it a greener and healthier place to work, live and play. HumanForest’s bicycles are fully electric and only use energy from certified renewable sources, meaning they emit zero greenhouse gases. On top of that, they’re free to use for 20 minutes per day, which is around the time it takes to cycle five kilometres across London.

HumanForest went to the other side of the world for a design agency, employing Auckland, New Zealand-based Studio South to create their visual identity. The resulting system revolves around a collection of straightforward tree and bush illustrations, which are whimsically brought to life as chirpy characters with arms and legs. They’re paired with light-hearted messaging set in Grilli Type’s charming sans serif GT Haptik, capturing a sense of community and collective effort. The primary colour, a classic racing green, aims to reflect traditional British culture and the company’s environmental credentials while feeling understated and accessible.

Typeface: GT Haptik by Grilli Type
Animation: Parallel Teeth
Web development: New Territory

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