HumanForest rebrands to ‘Forest’ and doubles number of e-bikes in London

HumanForest has undertaken a brand refresh, changing its name to Forest bikes and doubling its e-bike fleet size.

The rebrand and fleet expansion come as the company reaches a new stage in its maturity having recently secured £12 million Series A funding.

Spurred on by doubling its operational zone since May 2022, a doubling of the fleet size this year and a 100% increase in the number of riders using the e-bike service, Forest has sought to consolidate its brand identity.

The e-bike company has streamlined its name from HumanForest to Forest and upgraded its e-bike, adding air tyres. The aim of the rebrand is to reconnect the bike and its riders to its primary source of inspiration, a tree – Forest’s new slogan is “the bikes that look like trees”.

Michael Stewart, Forest’s chief marketing officer, said: “Our objective was straightforward. We wanted to simplify our brand across the board. Our bike looks like a tree, so let’s roll with that.

“We have always been and continue to be the most affordable and sustainable shared e-bike on the market, so by honing in on the visual identifiers of the brand, we’re continuing to strengthen the positive brand association with Forest.”

This rebrand spans both the company’s physical and digital touchpoints. Alongside a clearer and more concise logo, the Forest bike now has distinctive brown air tyres and a more concise logo. The brown air tyres are not only integral to the brand refresh but allow for a smoother ride experience and will reduce turnover of bike parts.

Software changes include launching a new website and an updated and improved Forest app. The rebrand officially launched on Tuesday, August 1,, with the entire fleet having the new name by September this year.

Read more:’s non-binding offer to acquire VanMoof ‘positively received’

Joe Rampley, Forest’s head of design, added: “Our compound name (HumanForest) was always going to be a challenge in a market where fast service and recognisable brand identifiers are key to a customer’s experience.

“People want to see their bike of choice, take in their USP, and subsequently ride it. By reducing the brand noise we are signalling a new dawn for the company and honing-in on what makes us the best option: being the most sustainable, and being the most affordable.”

In other news…

Dott shares research highlighting impact of its e-scooter and e-bike services

Dott, the European micromobility operator, has unveiled new research highlighting the impact of its shared …