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Ather Loop -

#FindYourTroop

Loop is a rider collective concept for Ather, developed for the Kyoorius Young Blood Awards 2025. “Find Your Troop” connects shared riding personalities and habits through a flexible visual identity, launch communications and community experiences.

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Timeline

2025 · 1 month

Brand

Ather · Competition Brief Partner

Project Type

Competition Entry · Kyoorius Young Blood Awards 2025

Brief

The Electric Tribe · Branding + Experiential Design

The competition brief asked how Ather could make electric scooter ownership more aspirational for young riders. Beyond practical mobility, the proposed collective needed to offer belonging, identity and shared experiences. Loop responded by making rider connection the foundation of the brand.

“Find Your Troop” centres the collective on shared riding personalities, preferences and routines. The proposed Loop Match experience connects compatible riders with themed groups and rides, giving the identity a purpose beyond recognition: helping people find a community that reflects how they ride.

A continuous-line wordmark suggests movement and connection, drawing on Ather’s visual language. Its paired “O” forms become customisable rider faces, balancing individual expression with a recognisable collective identity. Personalised profile cards, community symbols and a green, black and white palette extend the system across applications.

The proposal extends across the moments before, during and after a ride. Social invitations, billboard teasers and a citywide scavenger hunt introduce the collective; themed rides, shared playlists and merchandise give it tangible expression. Ride recaps and community recognition are designed to encourage continued participation.