Redesigning a loyalty programme so customers could understand it well enough to actually join it.
Client
Luci
My role
Digital & Brand Designer
Focus
Brand Experience, Loyalty UX, Digital + Physical Integration
Challenge
Luci’s physical space in Covent Garden was warm and artisanal, but its brand identity felt flat and corporate. This "personality gap" was most evident in Club Luci, the loyalty programme. The benefits were unclear, and the sign-up journey was confusing, resulting in low customer engagement and missed retention opportunities.
Strategy
I transformed the brand application by shifting from a heavy orange to a palette of sunny yellows and cream stripes to better reflect the restaurant's energy. For the loyalty journey, I simplified the UX into three clear pillars: Earn, Check, and Spend. I then built a Framer prototype to demonstrate how this refreshed identity could live across a dedicated landing page, email templates, and physical touchpoints.
Outcome
Consistency: Unified the "personality" of the restaurant across digital channels and physical products.
Clarity: Loyalty programme became easy to understand.
Trust: Clear value increased customer sign-ups.
before the refresh
