Background：
In a highly competitive, constantly shifting EV landscape, Chinese automaker Li Auto powered onto the scene with their debut model – the Li ONE. With volume production launching in 2019, the model achieved groundbreaking success with simple, intuitive technology and progressive design.

Creative Idea
Simple, but moving
Inspiring the new identity is the ‘simple, but moving’ design concept. Representing Li Auto as an intuitive, effortless technology brand that is always moving forward – both cars and people. Accessible & relatable, but emotionally driven.

Strategy
Family Friendly Mobility
In a sea of EV brands laser-focused on technology, Li Auto lifts families into focus. Reflecting the founder’ s own beliefs that all passengers must be considered equally, with products that are easy, intuitive and take design to the next level. Their new brand mission “create a mobile home, create happiness” sets the stage for family-focused technology with warmth and approachability.

Execution
Car Imagery captures every journey
Unique angles and perspectives breathe authenticity into the imagery, framing the car to give the impression of a home-like space – no matter where the journey takes us.

Fresh Colours
Moving away from the industry standard of metallic, cool colors to reflect technology, Li Auto confidently revealed it’s new brand color Deep Green. Symbolizing nature and the expansive journeys families can take together, as well as the company’s commitment to sustainability. Reinforcing the natural elements and bringing warmth to the palette is the secondary color Sand, a reflection of family joy and morning sunshine.

Clear and Straightforward
The logo, typeface, colors and image style all work within a newly-defined layout system. Optimized for digital, it brings a consistent clarity to Li Auto’s brand communications.

Simple and approachable spaces
Further lifting the spirit of the brand design is a refreshing new take on Li Auto’ s retail identity. Warm colors create an inviting, accessible space for families to gather. Minimal, clean and carefully thought out.

Results
To further realise the ‘simple but moving’ brand design, comprehensive design principles were created and outlined over 120+ pages of in-depth brand guidelines. Accompanied by internal training sessions across different company departments and agencies, a clear roadmap was created for executing and maintaining the new brand look.

The refreshing new brand identity was revealed in June as Li Auto ushered in the launch of their next generation flagship model – the Li L9. Both the model and brand design were met with immediate enthusiasm by customers, with a surge of new orders and reservations.