As Design Director at TVS E-Bike Company, I led the redesign of the entire EGO Movement portfolio. The brand already had a strong presence in Switzerland and a distinctive identity, but its existing white-label bicycles lacked a cohesive design language that supported its story.

The challenge was to create a recognizable design DNA that could extend across multiple urban categories—including city, cargo, and compact bikes—while remaining identifiable even without visible branding. It also needed to reflect EGO Movement’s Swiss origins.

A defining feature is the daytime running light shaped like a Swiss cross, creating an immediate connection to the brand’s heritage and a recognizable signature from a distance. The frames also feature a continuous structural transition from the main frame into the rear rack. Rather than treating the rack as an add-on, it becomes an integral part of the bicycle, with the rear light seamlessly incorporated into its end.