Ragged Edge creates an inclusive identity for community-powered cycling insurance provider Laka
Founded in 2017, Laka is an insurance company for cyclists, both on-bike and off-bike. Their unique community-powered model allows customers to protect their equipment without paying an inflated upfront premium. Instead, Laka calculates each customer’s contribution by the month – capped to a realistic amount – based on the overall number of claims within their collective.
Insurance is often associated with misfortune and mistrust, so Laka needed a brand that would challenge those perceptions, reinforce their innovative model, and leave them open to expansion beyond cycling policies. With the expertise of London-based agency Ragged Edge, they launched a new look and strategic approach that emphasises the value of clubbing together.
Each element within the identity references cycling in some form without being predictable or pastiche. At its core is the custom logotype, which Ragged Edge’s Creative Director Matt Smith explains was “inspired by the cool, old cycling team logos on vintage jerseys”, and most importantly, “it had to look great on a cycling cap!” The vibrant background pattern, which was created to reference “mud, sweat and tears”, graces posters, caps and more with varying degrees of intensity. Members of Laka’s community are championed in a series of whimsical portraits alongside a commanding tone of voice that’s “never afraid to go full-on bike nerd”. All of these elements come together to form an identity system that feels a whole lot more inclusive and exciting than your traditional insurance provider.