In a rapidly growing market filled with electric rideables, from e-scooters to e-bikes and everything in between, making the right purchasing decision can be overwhelming.
That’s where Cruzzee comes in. Designed to simplify the shopping experience, Cruzzee empowers customers to confidently choose the best electric rideable for their needs by answering a few relevant questions.
At the heart of Cruzzee is a smart, user-driven recommendation system.
Rather than throwing dozens of options at someone right away, the journey begins with a few simple questions. Things like brands they’re interested in, where they’ll be using it, budget range, and even style preferences. With those answers, Cruzzee narrows down the noise and curates a tailored list of electric rideables that actually make sense for that person’s lifestyle. It’s like talking to a member of staff in a bike store, guiding you toward a ride you’ll actually love, not just one that looks good on paper.
As part of the project, Cruzzee required a brand to be developed.
Cruzzee’s core brand proposition is simplicity and speed, it’s designed to make recommendations fast and effortlessly. That core idea inspired the strap-line:
“It’s Eazzee with Cruzzee.”
The brand carries a warm, approachable feel, brought to life through vibrant, friendly colours inspired by natural landscapes. Each hue subtly channels the energy of those environments, offering a soft nod to electric rideables without being overly literal.
The typography is clean, modern, and easy to read, with just the right amount of character. It reflects our brand voice: clear, helpful, and friendly—like chatting with a tech-savvy friend, not reading a manual or a stiff corporate statement.
The logo cleverly integrates a bolt within the Zs of the name, subtly referencing electricity. It’s a flexible, modern mark that stays visually distinctive across all platforms.
Cruzzee was one of those projects where everything just kind of clicked. I had this clear vision in my head of where we could take the brand, and luckily, the client was totally on board with the direction I took it.
When it came to the logo, I played around with a bunch of different ideas, but the double “Z” in the name ended up being the key. By tightening the kerning between them, I was able to form a bolt shape. It felt like a natural fit, subtly tying in the themes of electricity, e-rideables, and speed without going the obvious route of using a bike icon or anything too literal.
