While studying abroad in Italy, we did a semester long branding and identity project. Each student was given a neighborhood which they had to research and determine what type of business would best suit its culture and identity.
I was given the Trastevere neighborhood, located south of the Tiber River with an interesting mix of old Italian families as well as tourist centers. I decided the best business that could thrive there was a bicycle rental business, where locals and tourists alike could benefit from the ability to easily rent bicycles to travel through the bustling traffic and narrow streets.
This bicycle rental business is called Ruote Romane, meaning "Roman Wheels" and is accompanied by the tagline, "due ruote, sette colli," translating to "two wheels, seven hills." This refers to the famous seven hills of Rome, meaning that the users have the ability to travel all of Rome while on their bicycles.
The overall brand for Ruote Romane is to focus on the mobility and ease of use aspect that make it a viable option for locals and tourists alike. Locals can travel to and from work instead of riding the tram or crowded buses, or access different parts of the city with more ease than by car. Tourists can use the bikes to travel to their different tourist locations around Rome, or even to just enjoy the neighborhood in a different way. The business uses both physical stores with employees as well as kiosks for quick rental to offer a variety of options for its customers.