Bamboo Bee is a Singapore based company that specialises in producing bamboo frame bicycles. This case study is a proposed brand update of the existing identity and support material. A new identity, based around the unique qualities of bamboo, 'strength and flexibility' was created and included a comprehensive review of all brand elements. Re-aligning the brand along a more structured format in terms of logotype, typeface, brand elements usage, across multiple platforms for retail, digital and print formats.