Iconic Coca-Cola Bottle Designer Created a Car That Never Made It to Production
Raymond Loewy, the renowned industrial designer behind countless iconic creations—including the Coca-Cola bottle redesign—once applied his distinctive aesthetic to an automobile. The result was the Lancia Loraymo, a one-off concept car that never entered commercial production but remains a striking example of cross-industry design influence within consumer goods and mobility.
Built in 1960, the Loraymo was commissioned as a personal passion project by Loewy, who at the time was already collaborating with top-tier brands such as Lucky Strike, Shell, and Studebaker. Partnering with Italian automaker Lancia, Loewy based the Loraymo on the Flaminia chassis and equipped it with a custom-tuned 2.5-liter V6 engine. The vehicle reportedly produced around 150 horsepower—a notable performance by early 1960s standards.
The concept car debuted at the 1960 Paris Auto Show and immediately drew attention for its futuristic styling, which included a low-slung body, aerodynamic curves, and minimalist grille. Loewy also imbued the car with his personal signature: the name “Loraymo” was a reversal of his own—an artistic flourish from a designer who prioritized brand identity in both retail packaging and automotive design.
While the Loraymo never advanced beyond the prototype stage, its creation underscores a longstanding intersection of consumer branding and lifestyle aesthetics. For FMCG professionals, Loewy’s interdisciplinary approach offers a compelling case study in the value of cohesive design language across product categories—from household goods to high-end aspirational products such as cars.
The Loraymo now resides in the Louwman Museum in the Netherlands, where it’s preserved as a testament to design innovation. More than just a historical curiosity, it serves as a reminder that deeply resonant branding can transcend categories, influencing not just what people consume, but how they experience aspirational lifestyles tied to those products.
As FMCG brands look to deepen customer engagement and stand out on retail shelves, revisiting the work of pioneers like Loewy highlights the enduring impact of unified design across both everyday items and premium product concepts.