Archive Room Lab

48-HOUR DESIGN CHALLENGE

A fictional e-bike brand, conceived as a 48-hour design challenge. An interactive demo by Archive Room Lab.

The opportunity

Four ways to ride. One unmistakable identity.

Asphalt, Roam, Leisure and Onward each answer a different way of moving through the day. The opportunity was to give every model its own character while making the range feel like one recognizable brand.

ARLO is our self-initiated e-bike brand concept. We used the horizontal headlight as a starting point for the identity, connecting the logo, campaign imagery, motion, website and connected-app concept through one design language.

Brand strategyBrand identityArt directionDigital designMotion design

A1 — Asphalt: City streets. Everyday freedom. Fictional e-bike campaign.

ARLO. Less ordinary. More alive. Your everyday, electric.

ARLO CONNECTEDA little closer to your ride.

9:41

Connected

Good morning, Alex.

Make today
a good ride.

A1ASPHALT
CARBON EDITION

82%Battery level

38kmEstimated rangeRoom for a detour.

YOUR LAST RIDE

Along the waterfront6.4 km / 24 min

9:41

ENERGY

A little rest. A lot more road.

Ready for
what’s next.

82%Charging your A1

Good things take a little recharge.

38kmEstimated range

45minUntil full

Charge limit100%

A full charge for tomorrow’s plans.

Project information

One idea. Four ways to ride.

The problem

Four purposes. One identity.

ARLO began with four ways to ride: Asphalt, Roam, Leisure and Onward. The design challenge was to give each model a distinct role while making the range feel like one recognizable brand.

The solution

A product detail becomes a signature.

The horizontal headlight anchors the identity. Its form carries into the logo and motion, while individual riders, settings and compositions give each model its own character within the same visual system.

Our approach

Build the brand through the ride.

We developed the identity, campaign imagery, website and connected-app concept together. Interactive prototypes and motion studies show how the brand moves from a first impression to choosing a bike and imagining an everyday ride.

Client: ARLO (self-initiated concept)
Agency: Archive Room Lab
Team: Yoonha Kim / Creative Director

A connected brand concept demonstrated through four models and an interactive digital experience. Products, pricing and connected services are conceptual; no bicycles are offered for sale.

Take ARLO for a spin.

Explore the four models and the digital experience behind the brand.

Explore demo site

ARLO