TWENDE
Saving you time for more.
Twende is a project proposal for a non-profit cycle hire scheme for school kids aged 11+ in rural Sub-Saharan Africa. In this particular visual Kenya is used as an example.
THE PROBLEM
In rural parts of Africa many children are forced to take up household responsibilities from a very young age. Children as young as ten travel miles daily to access clean water and food whilst still managing to regularly attend school. The main mode of transport is by foot. This takes up an abundance of time and is not always the safest option.
THE SOLUTION
TWENDE- An annual cargo bike scheme that values time, aimed at school children in rural Kenya. Twende aims to be a change agent in the transport sector by acting as the safe efficiency tool that gives children the time to build on their potential and be kids.
‘Twende’ the chosen brand name is Swahili and translates to ‘Let’s go’ in English. Twende encourages a go-getter attitude and is memorable and charmingly pronounced. A phrase that has a meaning on its own or can be individually personalised, a feature the brand uses throughout its communication.
The wordmark is represented with a bold but friendly rounded sans-serif typeface Rooney Sans Black. This type choice was chosen as it is playful without compromising on impact. A smiling symbol represented by the rotated letter ‘D’ of Twende topped with an illustrative outline of the cargo bike makes it suited for the young target audience. Coupled with a minimal yet vibrant and energetic colour palette seemed like the fitting choice for the young target market.
The lively smiling mark can simply be reinterpreted and expressed individually by the kids.
Bike stations will be placed generously around the rural village and most importantly in key areas such as schools, markets and water stations. Digital Kiosks will accompany every dock station which allows the rider to enter their unique membership code to unlock a bike.
Twende’s Personality: Playful, Go-Getters, The Do-ers, Approachable, Friendly, Nurturing, Curios, Adventurous
To ease the process for the kids, a set of icons have be created that simplify the journey to key places in the community. Each icon is represented with a unique colour, making it much easier to identify the desired location from far.
Safety is Twende’s key priority, not only do the bikes high visibility wraps instil confidence in the rider during darker hours but each bike is equipped with the safest GPS updated routes to key locations. Moreover each member is equipped with a safety cycling kit upon enrolment.
Twende understands the infinite value of time and is here to allow its user to harness the opportunities it holds. Twende address a transport issue present in many developing countries commonly in rural areas of sub-Saharan Africa. This cycle scheme can be implemented in these locations helping the youth but also key workers such as farmers, health care professionals and pregnant women.
