Wheelys ambition is to make entrepreneurship possible for everyone, everywhere, in the form of an ambulating bicycle café. Our work with the company’s identity started out with two questions: – Is it possible for an identity to create a relationship between the individual and the product? And – is it possible for the identity to develop along with the people behind the business? Starting from these questions, we created a corporate identity that fits comfortably to a variety of individuals, and that can, easily and cost-efficiently, be used repeatedly and in different circumstances without losing its message. With plain symbols and a range of stamps, the tool becomes more powerful than the identity.