Zian Lu

A dedicated designer with a focus on typography and brand identity, based in Shanghai, China. 

Previously worked at United Design Lab & Envision Design Lab.

Co-founder & Art Director of Rela















































Projects Lab
Fuelup

  • Brand Identity

  • CD: Zian Lu/Lingfeng Liu
  • D: Zian Lu/Lingfeng Liu
  • MD: Zhanhong Huang
 A complete brand identity system and booking experience for the yoga and wellness brand Fuel up. Unlike traditional yoga, Fuel up enters the space with a high-energy approach—reshaping the flow of both body and mind through rhythm, movement, and momentum.
Fuel up is more than stretching and balance. It’s not about chasing the difficulty of poses, but an energizing release driven by music and breath.
Ignite your flow. Sweat harder. Link smoother. Recharge to full.
Fuel up — 50-minute Athletic Yoga with Rhythmic Music & Beats.



Celeb Avenue

  • Brand Identity

  • CD: Zian Lu/Lingfeng Liu
  • D: Zian Lu/Lingfeng Liu/Qingyu
 Celeb Avenue is a casual Italian-fusion restaurant. It is more than just a place to eat – it uses shared dining moments to deepen the emotional connection between people and food, and between people themselves.
“On sun-drenched afternoons, time slows down and flavors linger.”
Celeb Avenue not only offers food and drink, but also focuses on enhancing the emotional bond between people and their meals, and between one another, through the time they spend at the table.
Understanding its comfortable, laid-back community positioning, we drew inspiration from the cornucopia to create CA’s visual identity: a horn overflowing with abundant food, symbolizing Celeb Avenue’s warmth and generosity toward its guests. Here, a vivid and delicate brand image runs through the relaxed dining space. The warmth of CA is woven into every detail, shaping a complete and immersive dining experience.



Envision Design Lab

  • Brand Identity

  • CD: Zian Lu
  • D: Zian Lu
 The Envision Design Lab is a small but fast growing team working to build world-class design capability for Envision. They are a multidisciplinary design team dedicated to solving a variety of sustainability puzzles.Their work spans physical and digital products, brand, architecture, creative technology and the arts. Utilizing small blocks as fundamental units, our design encapsulates the essence of a team's journey: the relentless exploration, collaborative spirit, and the inclusive nature of the tasks at hand. Each block, while distinct, seamlessly integrates with the others, mirroring the cohesive synergy within a diverse team. 


阳际山野
Solar Nurture
  • Team
  • CD: Ding Fan / Fang
  • Jianping
  • D: Fang Jianping / Liao
  • Zichen / Lu Zian /
  • Wang Zifan
  • MD: Zhao Lin / Fan Lili
 Solar Nurture, a food brand with new food solutions as its core, provides all people with the edible energy they need. In this rebranding, we focus on "Energy Artists" and use the sun as an identification symbol, which symbolizes hope and vitality. All energy on the earth comes from the sun and is transmitted to the earth through light, and then transmitted to humans through the food chain. Humans have created all kinds of delicious food through their rich imagination, and then passed on this energy from the sun. 


5Y Capital
五源资本
      Team
      CD: Ding Fan / Fang Jianping
      D: Ding Fan / Li Yanda / Zhang Miao /Lu Zian 
      / Zeng Xianyao
      MD: Zhao Lin / Fan Lili
      PM: Liu Lingfeng       5Y Capital (formerly known as Morningside Capital) is one of the earliest institutions engaged in early-stage venture capital in China. In 2021, the renewing of the brand has been completed.

      The remodeled 5Y Capital changed its slogan to "People who are crazy in the eyes of others, start to be believed", emphasizing the importance of the relationship between peoples. 


      Helix TypefamilyType Design The Helix typeface is specifically designed for headings and unique display scenarios. True to its name "Helix," which means "spiral", this font is intricately designed with a balanced structure. Its distinctive feature lies in the pronounced contrast between thick and thin strokes, setting it apart from many other fonts, being both recognizable and exuding modern refinement. When displayed in large font sizes, the clarity and structural attributes of Helix are particularly prominent, effectively capturing the audience's attention, a key advantage for a headline font. Moreover, its design emphasizing stroke contrast gives each letter and symbol a unique visual appeal.


      Youliving
      样子生活
      • Team
      • CD: Ding Fan / Fang
      • Jianping
      • D: Fang Jianping / Li
      • Yanda / Dong Haoyue
      • / Lu Zian
      • MD: Zhao Lin / Fan Lili
       Youliving, a subsidiary of Mexarts, is a brand that focuses on providing home lifestyle products and solutions for urban young people. Excellent design teams from Japan, Denmark and Italy, starting from practical aesthetics, are committed to providing urban young people with a rational home lifestyle that is easy to enjoy, world design, and consistent in quality. The underlined element is used in the brand's Monogram and various materials to emphasize that everyone can find their own exclusive life, and it has become a highly recognizable element of the brand.



      Holiday Plaza
      益田假日广场
      • Team
      • CD: Ding Fan / Fang
      • Jianping
      • D: Fang Jianping / Liao
      • Zichen / Lu Zian /
      • Wang Zifan
      • MD: Zhao Lin / Fan Lili
       The commercial volume of  Holiday Plaza is 170,000 square meters. As the largest shopping mall in the business district, it will be developed into a TOD international shopping park integrating international luxury enjoyment, aerobic life, new socialization, culture and art, and many other experiential business modes.


      Typography
      Generative Tools
      • Digital Design &
      • Generative Design

      The project was done in collaboration with
      Alex Nieblo.



       Based on the "Text to Points" feature, I created a tool that helps the user to create his personalized version for different fonts. These fonts are composed of different shapes, including 2D and 3D shapes. Users can easily type their favorite words and use the sliders in the upper right corner to change the wave mode, wave speed and size of the shape.

      Please visit: https://p5-tools.glitch.me/#type-motion-2d


      Wolfgang Weingart 
      2017 China Touring Exhibition



      • Small Graphics
       Small graphic cards designed for the Wolfgang Weingart 2017 China Touring Exhibition.




      Univers



      Envision Team:
      Design Director - Albert Leung
      VisComm Lead - Li Zhe
      Sr VisComm Designer - Lu Zian

      Agency Team:
      Pentagram Partner - Jody Hudson-Powell &Luke Powell
      Brand Strategist - Ashley Johnson
      Brand Strategist - Dr. Suzanne Livingston
      Sr Account Manager -  Ceri Stock
      Digital Designer - Jonathan Quaade
      Graphic Designer - Helena Postigo
      2D/3D Motion Designer - Yurii Khomovskyi
       Univers (formerly Envision Digital) is an digital carbon management company, providing the world’s most comprehensive decarbonization system. Helping companies and countries optimize energy systems and reduce carbon emissions with accurate, reliable, and actionable decarbonization data. With 220 million devices connected, over 560GW of renewable energy under management, and a community of over 500 customers including Microsoft, Starbucks, and HSBC, we’re helping leading businesses get the world to net zero—and what comes after it.

      The Envision Design Lab collaborated closely with the globally renowned design agency, Pentagram, to undertake a comprehensive upgrade for the Univers brand. This rebranding encompassed the establishment of brand strategy, visual brand system, and the construction of a new official website.

      Please visit Univers's latest website for a more comprehensive understanding of this project : https://univers.com/



      Norwegian Wood



      • Book Design
       The archive is a collection of the Haruki Murakami’s literature work “Norwegian Wood”, The Beatles’ Music and the 1960s Japan. Based on my research, I find these three things have strong relationships. At first, the “Norwegian Wood” is also a song of The Beatles which released in 1965. The novel “Norwegian Wood” contains 19 Beatles’ songs. Secondly, the story background of the novel “Norwegian Wood” is in 1960s Japan. The novel mentioned about the 1960 Anpo Protests which were mostly student led and came about fifteen years after World War II, when the United States and Japan began to negotiate the Treaty of Mutual Cooperation and Security between the United States and Japan in 1960. And in 1960s, most of the Beatles’ fans is the young students and they listen beadles’s songs from  the American Forces Far East Network (FEN) and other late-night radio stations. I think that can explain why there are so many Beatles’ songs in Haruki Murakami’s work. 

      I try to collect these materials and build more strong relationship among these three information. The literature work always want to express special character of the age of the story. The Beatles represents rebellious and new power. Obviously, the young Japan students in 1960s have the same characters. Both of them appears in “Norwegian Wood”, and I use “Norwegian Wood” as an entry point to show the special character of 1960s.