Luo Wei pursues the concept of streamline and simplicity, that is, functionality and simplicity highlight beauty, and drives the streamline movement in design. He streamlined and simplified everything—from spaceships to postage stamps.
As a professional designer, Luo Wei has become famous in the industry and has established himself as a standard-bearer. He promotes the new concept of design promoting marketing and believes that functional design is of great benefit to marketing. He emphasized that design is not for the purpose of being new and different, but to serve the operation of the market, and promoted the new concept that only good design can occupy the market. He said: The most beautiful curve is the curve of rising sales.
During the Great Depression in the United States, good design and business began to marry, and Rowe's career also flourished. With his design, he endowed the products with irresistible charm and made customers who had little desire to buy spend generously.
When redesigning the bottle shape for The Coca-Cola Company, he gave the bottle a subtler, more graceful curve. Its (Coke bottle) shape is extremely feminine—a quality that sometimes transcends functionality in merchandise. Rowe's design was a huge commercial success, bringing huge profits to the Coca-Cola Company. The classic bottle shape of Coke has quickly become a symbol of American culture.
He summarized his design philosophy into the principle of MAYA (Most Advanced Yet Acceptable) and spread it in all his creations. Throughout his long career, simple, functional and dynamic work has flowed from Lowe's office.
Lowe is undoubtedly one of the most gifted commercial artists in the world.
When redesigning the company logo for Shell, Luo Wei made a brand transformation, which not only continued the shell concept of the original trademark, but also stylized it to make the visual effect more concise and powerful.
Lo Wei once explained his trademark design this way: I seek a strong visual shock that can leave a deep impression on people even with a short glance. He did, and his successful designs: Exxon Oil, Greyhound Coach, and Nabisco Biscuits attracted everyone's attention with their unique visual impact and are unforgettable.