From Viking roots to modern mobility: Jorvik Tricycles launches new brand era

Jorvik Tricycles has announced a comprehensive rebrand as the York based business draws inspiration from the city’s deep cultural roots and Viking heritage. 

The leading electric tricycle provider has unveiled refreshed branding, four new product categories, and its most affordable model to date, marking a new chapter focused on innovation, accessibility, and modern mobility.

Award-winning integrated marketing agency HUB led the rebrand, reimagining the identity to reflect Jorvik Tricycles’ commitment to evolving with today’s riders while staying true to its origins and making high-quality electric mobility widely available across the UK.

The refreshed identity draws on the city’s Viking heritage, incorporating subtle references to historic runes. Inspired by these symbols, the distinctive “J” in the new logo links the brand’s past with its future, reflecting its commitment to modernising a classic mode of transport. Each model name has been carefully selected to align with this heritage, with ties to Nordic roots and exploration. 

Discussing the mission behind the rebrand, Rob Shaw, CEO of HUB, added: “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 rebrand introduces a clearer product architecture, grouping tricycles into Everyday, Mountain, Explore, and Mobility categories, helping riders find a model suited to their lifestyle. The product portfolio has also been renamed to align with these categories, creating a simplified system with distinctive model names inspired by exploration, freedom, and adventure.

These new model names, RIDA, DRAKKAR, VANDRA, and FRELSI, draw inspiration from Nordic and Viking heritage and reflect their distinct purpose and personality, from everyday journeys and off-road adventures to wanderlust travel and mobility independence.

Marking the launch of the new brand identity, Jorvik Tricycles is unveiling the RIDA model. The Nordic name, meaning ‘to ride’, reflects the RIDA model’s simple purpose: to get you on the road with ease, freedom, and enjoyment.

Available from 1 March, the fully electric RIDA delivers high-spec performance at Jorvik’s most affordable price. The pedal-assist tricycle allows riders to travel between 30-45 miles on a single charge and is available in teal, red, black, and green, priced from £1,666 or £37.66 per month via Novuna finance. Customers can purchase online or at the York and Southampton showrooms.

The RIDA joins Jorvik’s Everyday range, bringing the full portfolio to 12 models. Each tricycle can be customised with colour options, specialised seats, mirrors and more. 

James Walker, Founder and Managing Director of Jorvik Tricycles, says: “This rebrand marks an exciting new chapter for Jorvik Tricycles. Over the past decade we’ve built a loyal community of riders and established ourselves as a trusted name in electric tricycles, and this next phase is about taking that even further.

“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.”

To find out more about Jorvik Tricycles and explore the full range, please visit: https://jorviktricycles.com/