Luci
An Italian restaurant and bakery in Covent Garden. The existing branding had a strong foundation but felt too serious compared to the warm, lively atmosphere of the actual space. They also wanted to launch a loyalty programme to build stronger customer relationships.
role
Lead Designer
tools
Figma
Framer
Adobe CC
Challenge
Evolve the brand to better reflect the restaurant's personality while maintaining recognition, then extend this refreshed identity across both physical and digital touchpoints, including a new loyalty programme.
Approach
Brand Refresh:
Rebalanced the colour palette, using more warm yellows and creams instead of heavy orange
Introduced hand-drawn illustrations to add personality and approachability
Created more dynamic layouts that felt energetic rather than minimalist
Extended the system across menus, packaging, print materials, and digital
Digital Loyalty Programme:
Designed Club Luci landing page explaining how the programme works
Created supporting digital materials (emails, social content)
Designed physical touchpoints (postcards, vouchers, in-store signage)
Built Framer prototype showing the digital experience
Outcome
The refreshed brand better represented Luci's actual atmosphere - warm, friendly, and characterful. The Club Luci programme launched with clear communication across all touchpoints, making it easy for customers to understand and join.
Brand refresh
Club Luci
Landing page
Email design
