HOME     ABOUT     CONTACT

   

LNG
2021



Role
Visual identity system
Art direction

LNG is a fashion brand. Our objective was to explore the various ways in which logo design could go beyond serving a purely aesthetic purpose, but also encapsulate greater cultural meanings. To this end, we reinvented the visual system of Li-Nings namesake brand lng, targeting the Gen-Z audience and embodying the e-sports aesthetic.

Partnering with LNG, we examined the values of the brand and the target consumer, asking ourselves: what do LNG and the Gen-Z wearer have in common? The brand name was strategically interpreted as “liberate next gen”. Integrating the three letters L, N, G, the new logo builds an interactive content carrier available in both outline and filled-in versions for either front or back sides. The logo is like Gen-Z's cultural lens into the world of fashion and technology.

We designed 2D and 3D signature patterns based on the logo. Its wild imaginations and the tension of colours signify themes from multi-dimensional space, e-sports, coding and Qilin, a Chinese mythical creature. The upgraded visual language helps LNG enhance the product expression and its futuristic style while speaking out Gen-Z's bold and brazen attitude.