Luci
The challenge
Luci had a warm and distinctive in-person identity, but its visual language lacked consistency across customer touchpoints. The Club Luci loyalty programme was also difficult to communicate, with a structure that didn't make its benefits immediately clear.
The creative direction
I refreshed the visual language to create a more cohesive expression of the brand, drawing inspiration from the restaurant's existing atmosphere and introducing a lighter palette of yellow, cream and striped graphic elements.
Club Luci
Alongside the brand refresh, I simplified the loyalty programme into three clear stages: Earn, Check and Spend.
The aim was to make the programme easier to understand and communicate, creating a more straightforward customer proposition. I developed the visual language and supporting communications to bring the programme closer to the wider brand identity.
the Outcome
The refreshed identity created a more consistent visual experience across customer touchpoints, while the simplified loyalty structure provided a clearer framework for communicating the programme and its benefits.