Laka
Laka committed to the collective. With a rebrand that turns insurance into a team sport.
Traditional insurance pits you against your insurer. Laka puts everyone on the same side. Instead of a fixed fee, the total cost of each month’s claims is spread fairly across all their customers. And Laka only gets paid when their customers get a pay out. In the words of CEO, Tobi Taupitz, “When you play fair, everybody benefits.”
In the wake of an ambitious Series A, we helped Laka rebrand to introduce their innovative cycling insurance to a much bigger audience. Welcome to Team Laka.
Overview
The partnership
A full rebrand that frames Laka as a cycling club. Including a new website, and a design system built to scale.
Define
No-one loves their insurance company. So the brand strategy leans into Laka’s cycling DNA. Positioning Laka as a collective of cyclists who look out for each other.
Create
The identity breaks all the rules of insurance by imagining Laka as a cycling club. Created for cyclists by cyclists.
Pattern
Every team needs its unifying colours. Team Laka’s are inspired by the mud, sweat and tears on a cyclist’s bib shorts.
Verbal identity
A commanding brand voice is never afraid to go full-on bike nerd.
Commit
Following the strategy and identity work, we helped Laka write and design their new website. And to capture the Laka members in the brand's unique photography style, we held a socially distant photoshoot with Jason Bailey.
The different reality
The rebrand launched in August 2022. Since then Laka has expanded into nine countries across Europe, and reached €200 million in insured value. They’ve secured a range of partnerships including Decathalon, and acquired two businesses. They’ve also been awarded ‘Best Cycle Insurance Provider’ for 7 years running. Long may the ride continue.
Ragged Edge has created a brand that really resonates with the cycling community. I hate the word disruption, but it really disrupts the industry. And has set us up perfectly for growth as we fundamentally change what insurance means to people.