The Sound Of VanMoof

After seven years of startup sounds that were loud, rebellious, and sometimes distorted, the e-bike brand was ready for something more sophisticated. They were targeting city commuters now—people who want their bike to work smoothly, not grab attention just because it can.
THNDR Music took on the challenge of completely redesigning VanMoof's sound identity.
Our research started with the bikes themselves. We discovered something cool: VanMoof's aluminum frames naturally vibrate at certain frequencies. When we used these frequencies in our sounds, it made the audio seem like it was coming from the bike itself, not just the speakers. This creates a stronger connection between rider and machine.
We also came up with the Dynamic Bell system. Previous VanMoof bells were simple—press button, get sound. Ours responds to how you touch it. A gentle tap gives you a friendly "excuse me," while holding it down can create a more urgent warning. It's like having a conversation instead of just making noise.
We created over 400 different sounds—startup sequences, battery alerts, security alarms, and navigation cues. Each one had to work in real city conditions while reflecting VanMoof's more refined brand personality. We tested everything by riding hundreds of kilometers through Amsterdam, adjusting based on what actually worked on the street.
We also built tools that extend beyond the bike. Our Speaker Simulator can make any audio sound like it's coming from a VanMoof, which opens up new possibilities for their campaigns. The Bell Designer lets them create new bell sounds for different markets or special editions.
The startup sound now serves double duty as VanMoof's sound logo. Every time someone turns on their bike, they hear the brand—but it's integrated naturally into the experience.
We documented the whole process in a 10-minute film that shows how we went from early concepts to final sounds. The result isn't just better sound design—it's a new way of thinking about how transportation brands can communicate in cities without adding to the noise problem.
Watch the Docu here:
https://thndr.studio/case/vanmoof-sonic-branding/behind-the-sound