Luci
A brand refresh for an Italian restaurant and bakery in Covent Garden, bringing warmth and personality.
role
Lead Brand Designer
scope
challenge
Luci had solid brand foundations, the logo, fonts, and colours worked well but the execution wasn't quite right. Everything came across as too corporate and minimal when the restaurant itself was warm and full of personality. There was a real disconnect between the brand and the actual experience.
solution
I kept the same brand foundations but transformed how they were applied. Instead of that heavy, dark orange the previous work relied on, I pulled the sunny yellow from the existing palette and paired it with cream stripes for warmth and energy.
Added playful illustrations, more creative layouts, and made sure everything felt approachable rather than corporate. Same brand guidelines, same logo, just used in a way that actually captured the spirit of the place.
I designed their afternoon tea menu to look like an actual vinyl record, complete with a custom sleeve and QR code linking to a chef-curated playlist. Suddenly, having tea became this whole experience.
I ensured the visual identity for Club Luci felt like a true brand extension, reflecting the same spirit and personality carried through email designs, a dedicated landing page, social content, in-store signage and print materials.
Every touchpoint got the treatment - emails, social posts, packaging, marketing materials, and the website got a proper Club Luci page.
impact
The rebrand brought the identity in line with the actual experience of being at Luci. It still looked polished, but now it felt warmer, more relaxed, and true to the restaurant’s atmosphere.
Using the existing brand elements in a more expressive way made everything, from menus to takeaway bags, feel more connected and considered. The updates didn’t reinvent Luci; they just helped it feel more like itself.