The magazine would set the example by showing that it’s never too late to go for bicycles and through this example invite people to try. Carma is a new bicycle experiment for free and people could get some other unique rewards.

Bicycles were our inspiration on the logo ,identity and typography. On the bicycle it’s obvious the inspiration of the car from which the parts came. Other concepts like redemption, rebirth and recycling gave us inspiration for other pieces like the posters.

It got and still gets lots of media coverage on national media (TV and press) and lot’s of buzz on the internet. B’s Facebook page got the fastest increase ever in fans, achieving a quick 25% after the launch of the first video of Carma. Hundreds of people have ridden Carma and we got several requests from local and national businesses and organizations related to bicycles, health and sports, to have the bicycle with them for a while. And everybody wants of the limited edition accessories from Carma as they’re truly unique and exclusive.