2026
LML
LML carried the Indian dream on two wheels for decades. Now its building the foundation for what comes next.
- Client
- Kins
- Discipline
- Art Direction, Motion Design, Documentation
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 a rebrand capable of carrying its legacy forward while creating space for everything that would come next.
Our vision
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.
Motion Design
The LML B2B Subsidiaries
LML as a conglomerate has many subsidiaries which it has and also plans to launch so the design system needed to be scalable as well. This motion showcases the simplicity and the scalable nature of the design system.
Motion Design
Showcasing the craft
Creating a moving visual to showcase the detail and craft that had gone into building the deceivingly simple ‘LML’ logomark. The challenge was to maintain the prestige, the minimalism and still convey the message across effectively.
Initial storyboard and Ideation, which went through a series of drafts and iterations to perfect the timing and transitions to give a premium experience.
Typography
Showcasing the authoritative nature of the Typeface - Archivo as it is the brand's primary typeface.
Exploring different layouts
Motion
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.
Storyboard
Example of LML Landing Page following the design system
LML logo Evolution
- Design Directors
- Pranjal Kaila, Pradhyumn Kag
- Graphic Designer
- Sahir Khan
- Apprentices
- Shreyshi Thapliyal, Udayjeet Kumar Aggarwal
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