Jorvik Tricycles unveils new Viking-inspired rebrand

Jorvik Tricycles has rebranded with new visuals, four updated product categories, and its most affordable model yet, all inspired by the city’s cultural ties and Viking history.

The rebrand was led by HUB, an award-winning integrated marketing agency.

Rob Shaw, CEO of HUB, said: “Working with the team at Jorvik over the past 12 months has been incredibly exciting, and we’re proud of the transformation we’ve achieved together.

“This rebrand marks a natural next step as the business continues to cement itself as a leading name in the electric tricycle category.

“Our brief was to reimagine the brand for today’s riders while honouring its heritage.

“By drawing inspiration from historic rune lettering, we created an identity that celebrates craftsmanship and history while modernising the branding through bold typography and vibrant colours.”

The new brand identity features references to Viking runes and introduces a restructured product range.

Tricycles are now grouped into Everyday, Mountain, Explore, and Mobility categories, with renamed models that reflect Nordic and Viking themes of exploration and freedom.

The updated model names include RIDA, DRAKKAR, VANDRA, and FRELSI.

Coinciding with the rebrand is the launch of the RIDA model, named after the Nordic word for “to ride”.

The fully electric RIDA tricycle has been available since March 1.

James Walker, founder and managing director of Jorvik Tricycles, said: “This rebrand marks an exciting new chapter for Jorvik Tricycles.

“Our goal remains focused on growing Jorvik into a recognised national brand while staying true to our Yorkshire roots and the values that have shaped the business from day one.

“By evolving the brand, expanding our range, and introducing more accessible models like the RIDA, we hope to make it easier for more people across the UK to experience the freedom and joy of cycling.”