Rail Bikes

Branding, Website Design

About The Client

Rail Bikes is an emerging tourism experience blending innovation, sustainability, and adventure. Set to launch in scenic regions across the country, Rail Bikes offers a unique outdoor activity where visitors can pedal specially designed bikes along disused railway tracks, immersing themselves in nature while exploring Australia’s rich rail heritage.

At its core, Rail Bikes aims to revitalise regional tourism by transforming forgotten tracks into unforgettable journeys. The experience is suitable for families, couples, and groups seeking a slow-paced, eco-friendly way to discover the landscape from a new perspective.

With a strong emphasis on safety, accessibility, and environmental consciousness, Rail Bikes is poised to become a standout destination for locals and travellers alike, delivering an authentic and active way to connect with The Bellarine’s past and present.

The Client’s Problem

As a brand-new venture preparing for its initial launch, Rail Bikes needed a cohesive identity that could carry the business from early awareness through to full operation.

The team required a professional yet approachable brand that could capture the spirit of exploration and nostalgia while appealing to a wide demographic. They also needed an interim digital presence—something compelling and on-brand—to support pre-launch marketing efforts and early engagement, before the full website rollout in a later phase.

The Propeld Solution

Propeld partnered with Rail Bikes from the ground up, tasked with crafting a brand that embodied the essence of outdoor adventure, regional charm, and family-friendly fun.

We developed a distinctive visual identity that balanced playfulness and professionalism, ensuring the brand could scale as the business evolved. The aesthetic reflected the natural tones of the Bellarine’s landscape while incorporating subtle nods to heritage railway motifs.

To support their early-stage launch, we designed and built a clean, engaging landing page that conveyed key information, generated excitement, and encouraged expressions of interest. The page was structured to grow with the business, forming a strong foundation for the future full-site release.

By working collaboratively with the Rail Bikes team, Propeld helped bring the vision to life—delivering a brand with a style-guide and digital touchpoint that position Rail Bikes as a fresh and memorable player in the tourism space, ready to welcome riders to a new kind of journey.

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