UNLOCK LIFE ︎ Lime



After changing their brand name from “Lime Bike” to “Lime”,
Lime is looking for a brand revamp that excites grassroots
people to explore their communities and cities freely.

Working with the strategy and design teams at Wolff Olins, we helped Lime define their promises, identified topics they would like to be involved and content they are going to bring to their users.
MY ROLE
Graphic Design

TEAM
Forest Young Global Principal
Taylor Simpson Senior Designer
TIME
Four months



Past Branding Style

New Identity / Logo

Keep the legacy of Lime’s logo mark (both a wheel and a fruit) and transform the logo type with the essence of mobility


       





New Identity / Digital Touchpoints

As we are talking to ordinary people and intenting to give out as much creative freedom as possible, the design strategy is implementing open sources rather than customizing every element in the brand identity.

Typeface Poppins / Plex



Branded Content
Videos and Photography


Collaborate with
Anonymous Content






Lime Green

Inspired from their previous branding and bike lanes around cities, Lime is owning the bright green for communicating their contribution to sustainable micro-mobility.

Image source: NACTO, li.me








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SHEILA GUO


Experience Designer based in Amsterdam