Wheely is the luxury ride-hailing service offering private-chauffeurs on demand
Emphasising discretion and a seamless in-car experience, here’s how to get from A to B without hitting any bumps
Words: Josh Lee
In a world in perpetual motion, it pays dividends to fall back on a service that whisks you seamlessly – and safely – from A to B. In Wheely, the luxury London-based ride-hailing app founded over a decade ago, one can find such a platform whereby expertly trained chauffeurs, premium vehicles and an unrivalled in-car experience meld into a single, smooth experience.
Available in London, Dubai and Paris, and with plans to expand into the US from 2024 onwards, the iOS- and Android-compatible app offers a sleeker, more refined alternative to its counterparts on the market, with the company stating that its focus is on ‘the business of protecting our guests’ time,’ all done in a ‘thoughtful, discreet and reliable manner.’
To this end, Wheely zones in on two key areas. First, the brand only works with the finest chauffeurs in the industry, and, to ensure this is the case, all candidates enrol into the company’s in-house Chauffeur Academy, which is approved by The CPD Certification Service and comprises lessons in first aid, security, situational awareness and etiquette. This move – an industry first – is done so that every passenger knows they’ll be in the care of safe and reliable hands for each journey. Moreover, by being the first chauffeuring service to partner with Forbes Travel Guide, the global authority on genuine five-star service, all standards set by Wheely are verified.
Additionally, each chauffeur is subject to NDAs and enhanced privacy training, factors that dial up the discreet spirit of the service. And to set the tone for each journey, the driver is required to wear a suit and tie and is on hand to help with doors and heavy luggage before taking their passengers safely to their place of choice.
Next comes the car itself – the vehicle that will ferry clients to and from the airport, the office, or during the early-morning school run for their children – which can be booked either on-demand or in advance through the app, and every time you call upon Wheely’s services with a tap of your finger, the car that arrives at your allotted destination will either be a Mercedes-Benz E-Class, Mercedes-Benz S-Class or Mercedes-Benz V-Class, depending on your requirements, with each vehicle no older than four years old and in immaculate condition. Extras, such as the charging cables and complimentary water, ensure riders that all their needs for the journey will be catered for.
To further solidify its premium standing, and to celebrate its recent tenth anniversary, the brand has seen a revamp of its visual identity, one which was taken on by London design agency Commission in collaboration with key members of the Wheely team.
The new look – which comprises a new logo, monogram, font, colour scheme, and general visual language – has been conceived to best mirror Wheely’s commitment to heritage and innovative digital experiences; something that the brand calls ‘modern tradition.’
This dual message is most evident in the logo, which consists of a custom slab-serif typeface in a circular shape that evokes the aesthetic of a traditional wax seal of excellence – and, as the letters are read in a clockwise motion, wheels, gears and the idea of movement (the company’s key service) are brought to mind, too. In terms of colour, sandstone is the anchoring tone, one that not only resembles the leather inside each of Wheely’s vehicle interiors, but is also reminiscent of grains of sand in antique hourglasses.
For Wheely’s chauffeurs, a separate icon has been created for their app and lapel pin. This particular design centres around the ‘W’ found at the top of the new logo and aims to illustrate the refined, high-end service delivered to each passenger. So, while the suits worn by each chauffeur reflect the traditional signs of professionalism, this new emblem showcases a forward-thinking, minimalist and functional ethos.
“This rebrand is an exciting milestone for Wheely as we continue to expand our luxurious services and uphold our commitment to giving our clients back their time,” says Wheely CEO Anton Chirkunov. “Our new visual identity fully reflects our core values and elevates the sophistication and exclusivity of our service.”
Moreover, by leaving the exteriors of the cars largely unmarked, with only the new logo subtly on show, the rebrand also pays homage to Wheely’s long-standing commitment to discretion.
In line with this activity, Wheely is also improving its luxury services – which will consist of growing Concierge (whereby select passengers can call upon a trusted chauffeur to handle tasks on their behalf) and the Chauffeur For a Day service – and has recently introduced its exclusive membership programme, which provides access to Chauffeur for a Day and Concierge; offers priority phone and chat support; and unlocks the company’s New First Class product, which includes the latest Mercedes S-Class W223.
With these services, Wheely hopes to move into new markets in its mission to service the most discerning travellers across the globe.
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