VanMoof

VanMoof, the innovative e-bike company, was at a pivotal moment in their brand evolution. Having grown from a tech-forward startup targeting early adopters, they are now shifting focus to the city commuter, riders who want their bikes to blend seamlessly into city environments. Their existing sound design, while bold and attention-grabbing, no longer aligned with this more sophisticated direction. The company needed a complete sonic transformation that would serve as their voice in the world. They wanted sounds that could communicate effectively with riders, pedestrians, and the broader city environment, while respecting the realities of dense city living. The challenge was creating a system that could command attention when necessary but remain subtle and considerate when appropriate. VanMoof asked us to reimagine how their bikes communicate through sound, developing a sonic language that would enhance the riding experience while reflecting their evolved brand identity. This wasn't just about individual sounds, but creating a comprehensive audio ecosystem that would support their next chapter of growth.

We approached this brief by diving deep into the intersection of technology, city environments, and human behavior. Our process began with extensive research, analyzing the bike's hardware capabilities, testing resonant frequencies in the frame itself, and understanding how sounds perform across different city contexts. We rode hundreds of kilometers through various city environments to ensure our solutions worked in the real world. Through this research-driven approach, we created over 400 individual sound variations, exploring everything from subtle notifications to attention-grabbing alerts. We developed the groundbreaking Dynamic Bell system, which responds to user interaction patterns, allowing for gentle "excuse me" notifications or more urgent alerts depending on the context. We also designed a completely new startup sound that maintains familiar elements while reflecting VanMoof's more sophisticated brand direction. The result is a comprehensive sonic identity that transforms how VanMoof bikes communicate in city spaces. We delivered not just the sounds themselves, but also custom tools including a Bell Designer and Speaker Simulator, enabling VanMoof to continue developing their sonic capabilities. The new system strikes the perfect balance between functionality and respect for the city environment, turning simple notifications into meaningful moments that strengthen the connection between rider and bike.

Client: VanMoof Client contact: Jip Eilbracht Motion Design: David Gieling App Development: THNDR Music & Sound Design: THNDR Voice over Actor: Anna-Eva Hoekstra Creative Advice: Vincent Venema