Luc Lac

On a mission to craft a unique identity for their latest venture, the Ghanem Group in Australia partnered with us to create the name, logo, branding, storytelling, and voice for their Pan-Asian restaurant concept located in Brisbane’s Queen’s Wharf Precinct.

With Vietnamese cuisine as the centrepiece, enriched by East Thai and broader Pan-Asian influences, the goal was to create a brand that paired with the vibrant and sophisticated space that could transition from day to night, engaging guests in a sensory journey through Asia’s aromas, colors, and cultures.

Beyond the aesthetics, we integrated a sense of genuine friendliness and approachability into every aspect of the brand, ensuring that while Lúc Lắc occupies an upscale space and uses premium ingredients, it makes guests feel at ease and engaged. The overall brand experience is one of fun and accessibility, inviting everyone to enjoy the upscale twist on traditional Asian flavours.

Naming
Choosing the name “Lúc Lắc,” reflective of a quintessential Vietnamese dish, highlights the restaurant’s authentic focus and lively spirit; “Lúc Lắc” translates to “shake shake” in Vietnamese, a playful indication of the fun dining experience awaiting guests.

Branding
We used a colour palette of vibrant jade green against sleek monochrome tones to create an inviting yet sophisticated atmosphere and an eye-catching contrast. Modern typography was chosen for its timeless appeal, complementing the brand’s energy without detracting from its premium edge.

Voice & Storytelling
The branding was complemented with engaging storytelling that embodied a playfulness and adventurous ethos, to entice guests to explore the colourful menu full offresh produce, abundant in herbs and punchy flavours.

We infused Lúc Lắc’s brand with playful elegance and a nod to its Pan-Asian roots, aiming to make it memorable within Brisbane’s diverse marketplace. By reinterpreting Asian-inspired elements with a modern twist, we crafted a brand that’s decidedly modern yet has a distinctly recognisable identity.

The result is a vibrant brand identity that transforms Lúc Lắc beyond than just a dining spot, to a landmark culinary destination in Brisbane. The brand’s playfully sophisticated approach celebrates the rich Pan-Asian flavours in an elevated yet accessible way. Crafting stories, one bite at a time, Lúc Lắc stands out in Brisbane’s dining scene, inviting guests to explore and enjoy a dynamic twist on traditional Pan-Asian cuisine.