Brand and online store

iFeiLun is a Shanghai retailer stocking many cutting-edge styles of portable electric scooter, including self-balancing Segways, Solowheels, rocket-powered skates (well, electric) etc. They wanted to create a separate brand and online store to target English-speaking customers, and asked We Communicate to take it on.


Our first task was to come up with an English name for the brand with a .com domain name to match. We decided on the name ‘’, as it gives a clear and simple name to this new category of ‘electric wheels’, while also giving a name to the activity of riding them. This simplicity is echoed by the logo, which uses a custom typeface whose ‘E’s are stylised as three-pronged electric plugs or power switches.

Online store