The Brand
VanMoof is a leading innovator in the e-bike sector, renowned for pushing the boundaries of smart urban mobility. Based in the Netherlands, VanMoof has evolved from a tech-forward startup for early adopters to an iconic city brand, shaping the way contemporary commuters interact with—and experience—their bikes. Their commitment to intelligent design and seamless integration extends to every aspect of the product, including the role sound plays in day-to-day riding.
The Project
VanMoof approached THNDR at a pivotal point in their journey: as their audience shifted from early adopters to everyday city riders, they needed a sonic transformation to better align with the brand's refined, urban direction. The project brief was as ambitious as it was clear: create an entirely new sonic ecosystem for VanMoof bikes, encompassing everything from bespoke notifications to a sound logo, functional sound design, product sonification, and dynamic bell systems. Ultimately, the goal was to elevate everyday commutes, blending technical innovation with intuitive, city-friendly audio.
Our Approach
At THNDR, we began with a core belief: for a brand like VanMoof, sound is more than a feature—it’s their voice in the city. We approached the challenge by immersing ourselves in the realities of urban riding, blending research, experimentation, and musical intuition to create a sonic identity that feels both functional and emotionally resonant.
In-Depth Research & City-Scale Testing
Our process started by studying VanMoof bikes in their natural environment: the city. We examined the hardware—analyzing the bike’s speakers and discovering resonant frequencies that amplify sound through the frame itself. This allowed us to design sounds that felt physically integrated, not simply emitted.
“We found specific resonant frequencies, points where the sound wasn’t just coming from the speaker, but was amplified by the frame itself.”
We paid careful attention to how e-bike sounds perform across diverse urban contexts. From busy boulevards to quiet neighborhoods, our team rode hundreds of kilometers to test and tune audio for real-world conditions. This fieldwork revealed where subtlety was essential (like late-night apartment entries) and where clarity and presence were needed (like in crowded traffic).
Experimentation & Sound Aesthetics
We spent a month exploring over 400 sound variations, ranging from wild experiments that pushed hardware limits to carefully crafted tones aligned with the VanMoof brand. Our aim was to deliver a sense of both newness and familiarity—something that truly feels like VanMoof, but evolved.
Crafting the Sound System
- Startup Sound & Sound Logo: Building on the original’s DNA, we refined the signature pitch shift and amplitude modulation, keeping it recognizable but more sophisticated. The core F# note resonates with the frame, giving a ‘from within’ sensation, while analog warmth and wind textures evoke motion and anticipation.
- Shutdown Sound: Mirroring the startup, but transitioning from energy to calm. Natural wind fades and a D# resolution offer a sense of closure—subtle, not abrupt.
- Assist Control & Power Feedback: Our new transient-based sounds guarantee intelligibility, even in the noisiest traffic, so riders always get feedback exactly when needed.
- Lock & Security: Moving beyond traditional, mechanical sound cues, we designed a lock sound with an ‘anticipation riser’ and transients that communicate security without being jarring.
- Alarm: Rather than an immediate blare, there’s now an initial, gentle ‘I’m here’ before escalation, giving the user context and preserving urban civility.
- Dynamic Bells: Inspired by mechanical bells, our new bell system allows nuanced communication: a gentle tap for a subtle alert or a longer press when more presence is needed. This is further supported by custom tech—our in-house Bell Designer and Speaker Simulator tools, equipping both present and future VanMoof sound designers.
“Traffic communication is nuanced. Sometimes you need a gentle ‘excuse me’ to a pedestrian directly ahead. Other times you need to alert someone at a distance.”
Empowering Ongoing Sound Innovation
Our tools, including the Bell Designer and the Speaker Simulator (which processes any audio as if it’s played through the actual speaker), lay the groundwork for VanMoof’s future sound experiences, turning product audio into a living extension of the brand.
The Vision
Sonic branding isn’t simply about making things sound nice. For us at THNDR, it’s about crafting systems that intuitively serve both brands and the humans who interact with them every day. With VanMoof, we aimed for a sound language that complements the cadence of city life—assertive when required, but subtle and considerate when it counts most. The result is a refined, context-aware sonic experience that helps VanMoof bikes integrate into the city, turning commutes into joyful, memorable journeys.
“A great sound is not just something you hear, but it’s something you feel.”
This project reflects our philosophy: true sonic identity is found in the details—the anticipation, emotion, and resolve that only intentional, human-centric audio design can provide. We’re proud to shape the next chapter of urban mobility, one carefully crafted sound at a time.
