Brand Identity for a Gyoza Bar based in Brooklyn
Our Process
Paul walks through the project goals, challenges, solution and results for this brand.
The challenge
Japanese cuisine carries centuries of tradition. Brooklyn carries an energy entirely its own. The challenge was bridging both without compromising either. We needed a cohesive brand system that felt authentic to its craft while positioning Lucky Parlour as friendly yet elevated. Tradition and innovation, belonging together.
Process
We approached Lucky Parlour as a cultural brand first, a restaurant brand second. Strategy came before aesthetics. Inspired by the rich visual language of Japanese design, we developed a brand identity that balanced cultural authenticity with contemporary New York confidence. Every decision was made with one question in mind: does this feel like Lucky Parlour?
Solution
We leaned into playful design elements such as hand-drawn illustrations, expressive wordmarks, and a bold colour. Playful textures sit alongside considered typography, keeping the identity expressive yet controlled. A brand system as considered as the food it serves.
Results
A complete brand system ready to scale. Cohesive without being rigid. Distinctive without being exclusive. Lucky Parlour now shows up with confidence across every surface, with a brand character strong enough to grow with the culture around it.
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