A full-service rebrand for Jorvik Tricycles

When they joined forces with HUB, Jorvik were already growing. The plan was to hit the next stages – this meant new showrooms opening, a wider channel mix that included TV, social, and retail, as well as big plans to expand beyond their Yorkshire roots. But the brand wasn’t keeping up.

The logo felt dated. It didn’t hold its own on product, on screen, or on a shelf. And the name, which was rooted in the Old Norse word for York, wasn’t being used to its full potential. There was a disconnect between product names and the brand name, and no consistent story running through it all. Jorvik wanted their Nordic roots front and centre. They wanted a brand that genuinely stood out from the crowd for all the right reasons.

Then there was the name itself. “Jorvik Tricycles of York” worked when the business was local, but with expansion on the horizon, “of York” had to go. York still needed to be in the DNA, but it was time to think bigger.

On the digital side, our Performance team found plenty of opportunity to improve things. The website was out of date and hard to use. Product detail pages had a sticky right-hand banner that made the whole thing look broken. On product listing pages, customers found it difficult to tell one trike from another.

Here’s what really excited Jorvik – the advantage of a full-service agency partner meant that a brand refresh and a website overhaul happened together.

We started with the name. Jorvik. There’s a lot of meaning in those six letters – history, origin, place, identity – and we wanted to do something with it. The name had to sit at the centre of everything we did and inspire the next steps.

Going in, there were 17 tricycles in the product range. The naming conventions were confusing, inconsistent, and making things more difficult for the customer. We looked at how the automotive industry handles this; how they strip back complexity and make a range feel intuitive. Then, we built a new system from the ground up. Four clear categories. Streamlined product names underneath each one. And a recommendation to cut the range from 17 to 13, removing the noise and making every option unique and defined in its purpose.

Then came the logo. The J was hand-drawn and designed to look like a Nordic rune, along with a subtle nod to handlebars and a pathway. One mark doing three jobs, tying heritage, product, and movement together in a single character.

The colour palette got the same treatment. A simplified yet more sophisticated system with the darker green dialled up and the lighter green kept as an accent, and a nod to where the brand came from. The result is something that holds its own next to the great British heritage brands: Mini, Land Rover, Barbour.

And because the brand was designed digital-first from the start, it works everywhere. Bold and impactful at small sizes. Clean and distinctive on screen.

We ran a full UX audit of the website using Baymard, an industry specialised company for UX, then cross-referenced with Google Analytics data to understand how real customers were using the site. From there, we rebuilt Jorvik around reusable CMS blocks, reducing the reliance on developers for future updates.

The whole thing added up to something James, Jorvik’s founder, had always wanted: a brand that’s cool and can stand shoulder-to-shoulder with the aspirational British brands that originally inspired him. Freedom and confidence were key words in this process. This product can be seen as a mobility product, but we knew it deserved so much more.

One team. One vision. One seamless customer experience. By delivering the rebrand and website overhaul together, we ensured every touchpoint worked in harmony. Our digital-first strategy placed heavy emphasis on UX and site design, meaning HUB’s creative team could really help do the brand justice across all platforms – from digital to TV – and ensure a smooth user experience.

In the first month after the launch of the new brand and website, Jorvik saw a record high for website traffic. This showed not just the immediate impact of the work that we’d done, but the culmination of 12 months of partnership between HUB and Jorvik Tricycles. We were changing gear and heading towards an exciting future.