LML carried the Indian dream on two wheels for decades. Now its building the foundation for what comes next.
Client
↗
Industry
Corporate
Country
India, UAE
Scope
Branding, Strategy, Design System, Brand Architecture
LML carried the Indian dream on two wheels for decades. Now its building the foundation for what comes next.
Client
↗
Industry
Corporate
Country
India, UAE
Scope
Branding, Strategy, Design System, Brand Architecture
LML carried the Indian dream on two wheels for decades. Now its building the foundation for what comes next.
Client
↗
Industry
Corporate
Country
India, UAE
Scope
Branding, Strategy, Design System, Brand Architecture
Context
Lohia Machinery Limited was founded in Kanpur in 1972. For decades, it was one of India's most trusted two-wheeler manufacturers.
By 2017, it was gone. A combination of market pressures, a dissolved Piaggio partnership, and structural challenges ended the run. But the legacy didn't disappear. A name that had been trusted by generations of Indians at the most personal scale imaginable (their daily commute, their first vehicle, their families) still carried enormous credibility.
LML needed an identity capable of carrying its legacy forward while creating space for everything that would come next.
Context
Lohia Machinery Limited was founded in Kanpur in 1972. For decades, it was one of India's most trusted two-wheeler manufacturers.
By 2017, a combination of market pressures, a dissolved Piaggio partnership, and structural challenges ended the run. But the name didn't die. And the legacy didn't disappear. A name that had been trusted by generations of Indians at the most personal scale imaginable (their daily commute, their first vehicle, their families) still carried enormous credibility.
The question was whether that credibility could be translated into a new domain: large-scale industrial infrastructure.
Context
Lohia Machinery Limited was founded in Kanpur in 1972. For decades, it was one of India's most trusted two-wheeler manufacturers.
By 2017, it was gone. A combination of market pressures, a dissolved Piaggio partnership, and structural challenges ended the run. But the legacy didn't disappear. A name that had been trusted by generations of Indians at the most personal scale imaginable (their daily commute, their first vehicle, their families) still carried enormous credibility.
LML needed an identity capable of carrying its legacy forward while creating space for everything that would come next.
Our vision is rooted in the same optimism that built the original brand in 1972: the belief that the Indian Dream is within reach.
Our vision is rooted in the same optimism that built the original brand in 1972: the belief that the Indian Dream is within reach.
Our vision is rooted in the same optimism that built the original brand in 1972: the belief that the Indian Dream is within reach.
Our Task
As LML was expanding across multiple verticals. Realty, energy, logistics and future ventures all needed a clear relationship to each other.
Our task was to build a brand architecture and identity system that honoured the weight of 1972 while giving the organisation a confident, credible platform for the next fifty years.
Our Task
As LML was expanding across multiple verticals. Realty, energy, logistics and future ventures all needed a clear relationship to each other.
Our task was to build a brand architecture and identity system that honoured the weight of 1972 while giving the organisation a confident, credible platform for the next fifty years.
Our Task
As LML was expanding across multiple verticals. Realty, energy, logistics and future ventures all needed a clear relationship to each other.
Our task was to build a brand architecture and identity system that honoured the weight of 1972 while giving the organisation a confident, credible platform for the next fifty years.
Design System
A foundation for growth.
A single foundational form became the identity system. Inspired by the environments LML creates, it represents structure, permanence, and progress while connecting communications across every business and touchpoint.
Design System
A foundation for growth.
A single foundational form became the identity system. Inspired by the environments LML creates, it represents structure, permanence, and progress while connecting communications across every business and touchpoint.
Design System
A foundation for growth.
A single foundational form became the identity system. Inspired by the environments LML creates, it represents structure, permanence, and progress while connecting communications across every business and touchpoint.
A new chapter for a legacy brand.
A new chapter for a legacy brand.
A new chapter for a legacy brand.
"LML carries decades of history and trust. Reimagining a brand with that kind of legacy requires both respect and conviction. The new identity captures where we've come from and where we're going. It has brought structure to our business, clarity to our vision, and confidence to our next chapter."
Yug Bhatia
Director, LML
"LML carries decades of history and trust. Reimagining a brand with that kind of legacy requires both respect and conviction. The new identity captures where we've come from and where we're going. It has brought structure to our business, clarity to our vision, and confidence to our next chapter."
Yug Bhatia
Director, LML
"LML carries decades of history and trust. Reimagining a brand with that kind of legacy requires both respect and conviction. The new identity captures where we've come from and where we're going. It has brought structure to our business, clarity to our vision, and confidence to our next chapter."
Yug Bhatia
Director, LML
Team
design directors
pranjal kaila pradhyumn kag
Graphic Design
sahir khan
Apprentices
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
Team
design directors
pranjal kaila pradhyumn kag
Graphic Design
sahir khan
Apprentices
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
Team
design directors
pranjal kaila pradhyumn kag
Graphic Design
sahir khan
Apprentices
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
