‘They went beyond the brief’: Bureau of Everything unveils branding for ‘disruptive’ eBike brand
In August, the Bureau of Everything was appointed the agency of record by a new eBike brand launching down under. This week, the name, visual design, and positioning of the brand has been unveiled.
Described as disruptive and “category defining”, the new brand – Flight Risk – has officially hit the market, intended to disrupt the “bro-ish culture” that surrounds the eBike category.
Sorry, you can’t just throw a pink shock on the bike and say that it battles the bro-ish reputation of electric motorbikes like these. Everything else about them – the design that look like motorbikes, the name ‘Flight Risk’, the fact that their website actively notes how fast they can go when unlocked (which is illegal, along with the throttle, as one commenter already pointed out) – is so Bro that you may as well throw in a beard trimmer with each sale.
The branding is good and the products look good as well, but let’s be real clear about what they are (not ebikes) and who they’re targeted at (Bros).
And not one consideration of the fact that these dreadful things are absolutely illegal to use on Australian footpaths, bike paths, trails or roads, I’ll bet. If it has a throttle, it needs to be registered, full stop. An absolute bottom-feeding piece of cheaply made garbage that won’t be improved one iota by basing out an HQ splattered with pink paint.
Having risk in your name as an e-bike manufacturer seems foolish. It might impress the kids but its the regulators that you currently need on side and i’m not sure pink shock coils are what they are looking for.