LYF

The Brand Name

When 4G LTE meets India’s largest manufacturing group, the outcome is pretty explosive. The Reliance Group wants to create a brand of indigenously designed and produced 4G handsets. The product line extends to other smart devices including television sets. We gear up for a foray into a tensely crowded market.

Take a simple word like ‘Life’, then simplify further. What you are left with is LYF: a new birth, a journey, as essential as the consumer’s existence.

Identity Design

The chunky steel-cut sharpness of the type made the brand identity crystal clear. It was simple, young, loud and agile. Everything you need in a brand that idealizes technology as a way of life.