Growing eBike firm HumanForest has undertaken a brand refresh after a £12m Series A fundraise.

As well as doubling its eBike fleet during 2023, the company has streamlined its name from HumanForest to Forest and upgraded its eBike, adding air tyres.

The rebrand and fleet expansion come as the company reaches a new stage in its maturity having recently secured £12m in Series A funding.

The TransportTech 50 firm, which is the most affordable and sustainable operator on the market, has reported a 100 per cent increase in the number of riders using the service.

Michael Stewart, Forest’s chief marketing officer, said: “Our objective was straightforward. We wanted to simplify our brand across the board. Our bike looks like a tree, so let’s roll with that.

“We have always been and continue to be the most affordable and sustainable shared eBike on the market, so by honing in on the visual identifiers of the brand, we’re continuing to strengthen the positive brand association with Forest!”

Joe Rampley, Forest’s head of design, said: “Our compound name (HumanForest) was always going to be a challenge in a market where fast service and recognisable brand identifiers are key to a customer’s experience.

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“People want to see their bike of choice, take in their USP, and subsequently ride it. By reducing the brand noise we are signalling a new dawn for the company and honing-in on what makes us the best option: being the most sustainable, and being the most affordable.”

Earlier this year the London-based firm raised £12m in new funding, which included Tridos Bank, TheVentureCity’s founder and CEO Laura González-Estéfanim Cabify co-founder Vicente Pascual and LarrainVial.

The aim of the rebrand is to reconnect the bike and its riders to its primary source of inspiration, a tree – Forest’s new slogan is ‘the bikes that look like trees’.

The rebrand spans both the company’s physical and digital touchpoints. Alongside a clearer and more concise logo, the Forest bike now has distinctive brown air tyres and a more concise logo.

The brown air tyres are not only integral to the brand refresh but allow for a smoother ride experience and will reduce turnover of bike parts.

The software changes include launching a new website and an updated and improved Forest app. The rebrand officially launched on August 1, with the entire fleet having the new name by September 2023.

Forest is London’s most affordable and environmentally sustainable micromobility platform.

Founded by Agustin Guilisasti, ex-Cabify alongside co-founders, Caroline Seton and Michael Stewart, Forest has completed over two million rides and saved 250 tonnes of CO2 being emitted into London’s air since the bike sharing app launched in 2021.

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Forest’s operations are zero emission and it is one of just two micro-mobility companies globally to have B Corp accreditation.