Trolé
Role: UX, UI, Product Designer.
Toolkit: Figma, Google Sheets, Illustrator.
Client: Trolé.
Duration: 2 months.
Product
This project involved a rebranding for Trolé, a São Paulo-based company focused on making electric biking accessible. Initially targeting young, individual cyclists, Trolé decided to shift its focus to B2B, offering electric cargo bikes to logistics companies to promote sustainable urban transport.
Challenge
The main challenge was to redesign Trolé's brand identity to appeal to a B2B audience while staying true to its original, vibrant personality. The goal was to create a visual language that balanced professionalism and sustainability, attracting logistics companies while still reflecting the innovative spirit of Trolé.
Research
Background
Trolé was founded with a bold vision: to make electric bikes accessible and affordable for everyone in São Paulo. Originally aimed at individual consumers, Trolé's mission was to transform traditional bicycles into electric bikes in a cost-effective way, enabling more people to adopt sustainable transportation options. At a time when electric bikes were seen as a luxury accessible only to high-income individuals, Trolé sought to break down these barriers and make eco-friendly commuting a viable choice for young, urban cyclists across the city.
In its early stages, Trolé embraced a daring, eccentric brand identity, using vibrant colors like red, yellow, and black with artistic, bold designs. This look resonated with a young and dynamic audience—people who already owned bikes and used them for daily errands, drawn to the brand’s fresh, creative appeal.
However, as the brand evolved, so did its vision. Trolé recognized the potential for a greater impact by shifting focus to a B2B model, partnering with logistics companies that frequently travel through São Paulo in fuel-dependent vehicles. By pivoting towards providing electric cargo bike solutions, Trolé aims to help these companies transition to a cleaner, more efficient mode of transport. This shift called for a rebranding effort to convey a more professional and sustainable image, balancing Trolé's youthful energy with a look that inspires trust among business clients.
Market Research & Insights
Through market research and client feedback, it became clear that Trolé’s initial B2C approach, targeting young individual cyclists, limited the brand’s potential for larger-scale impact. Research into São Paulo's transportation landscape highlighted a significant opportunity within the logistics sector, where companies were actively seeking sustainable solutions to address rising fuel costs, urban pollution, and environmental concerns. Trolé recognized that by shifting its focus to B2B, it could drive broader change by offering electric cargo bikes to logistics companies that needed reliable, eco-friendly alternatives to traditional fuel-based vehicles.
Feedback from logistics clients underscored key needs that shaped the rebranding effort. These companies required not only a dependable product but also a brand identity that conveyed professionalism, environmental consciousness, and innovation. To meet these expectations, Trolé moved away from its bold, artistic B2C aesthetic towards a more refined, trustworthy look. This new direction maintained the brand’s fresh energy while emphasizing sustainability, aligning with the values of potential business partners and positioning Trolé as a leader in sustainable urban transportation.
Social Focus
Delivery Capacity
x
Operating Radius
"Mycorrhizal Network"
City Routes
Sustainability
Fast
&
Secure
Conclusion
As the designer who originally created Trolé’s bold and artistic logo, I initially found it challenging to adjust my creative approach and “tone it down.” Reimagining the brand's visual identity required a shift in perspective—balancing Trolé’s vibrant spirit with a more professional and sustainable image that would resonate with corporate clients. This process taught me the importance of adaptability and the need to find creative solutions that align with evolving brand goals.
After numerous iterations, the outcome was rewarding. Both the Head of Communications and the CEO expressed great satisfaction with the final design, which now plays a crucial role in Trolé's investor presentations as they prepare to showcase their first prototype. The rebranding has enhanced Trolé's appeal to investors, providing a fresh yet trustworthy image that reflects its commitment to innovation and sustainability.
Additionally, I created a preliminary design for a website. When Trolé begins the process of launching their site, I will work with them to ensure a safe and comfortable shopping experience for their users. Looking ahead, we are also beginning to incorporate 3D models into the prototype project, adding another layer of realism and engagement as Trolé moves closer to full-scale production.
Overall, this project was both challenging and enjoyable. I am proud of how I balanced creativity with strategic direction, and I look forward to seeing Trolé make a meaningful impact in São Paulo’s transportation sector.