Luci
A brand that finally looked as warm as it felt — and a loyalty programme designed to convert, not just inform.
Brand refresh · Loyalty programme design · Framer prototype
Luci is an Italian restaurant and bakery in Covent Garden — warm, lively, unpretentious. The branding, however, was stiff and plain. It didn't reflect what the place actually felt like in person. At the same time, Luci wanted to launch Club Luci, a loyalty programme using a third-party platform, and needed a landing page and supporting materials to promote it.
I led the brand refresh and the Club Luci work — colour direction, typography, illustration, a dedicated page for the loyalty programme, and email templates. Marketing copy and campaign execution sat with the team.
Before the refresh
The brand refresh wasn't about redesigning from scratch — it was about introducing warmth where there was none. Warmer yellows and creams replaced the stiff palette, hand-drawn illustrations replaced the plainness, and layouts became more dynamic to reflect the restaurant's actual rhythm.
The Club Luci programme page had a specific job: explain how the loyalty scheme works clearly enough that someone would actually sign up. I structured it as a journey — what you get, how to earn points, what you can redeem, how to refer friends. The programme itself ran on a third-party platform, so the page had to communicate enough trust and clarity to get someone to that next step without being able to control what happened after.
I built a Framer prototype to show how it felt to move through it, not just how it looked.
The refreshed brand better matched what Luci actually was — warm, characterful, and approachable. The Club Luci programme launched with clear communication across the landing page, email templates, and in-store materials, making it easy for guests to understand and join.
