Lumi
Haojue set out to create a new scooter inspired by the timeless appeal of the Italian Vespa, blending classic styling with modern engineering. My role was to design a wordmark that felt premium, elegant, and distinctly Italian while complementing the scooter's contemporary form. The challenge was finding the right balance between heritage and performance. Creating lettering that conveyed sophistication without feeling overly decorative or nostalgic.
Following extensive research and dozens of iterations, the design evolved significantly through client feedback. The resulting wordmark strikes a balance between classic script elegance and modern precision, becoming a defining element of the Lumi's identity. Today, the logo has been applied to more than 30,000 scooters across China and was later adopted by Suzuki, Haojue's parent company.
