This little demon is here to introduce you to the world of H.E.L.L., or Helping Everyone Live Longer. Here’s what H.E.L.L. is all about:

“H.E.L.L. (Helping Everyone Live Longer) is a non-profit incorporation dedicated to promoting bicycle safety in the Boston area through the distribution of free helmets, lights, and information. We believe everyone deserves safety, and provide our services for free to make cost not stand in the way of it. Along the way, we organize and sponsor cycling-centric events in the Boston area and have a lot of fun.”

Digging the branding of course. Get a helmet, pick up some merch or find out how you can help at H.E.L.L.