Luckys is a contemporary burger restaurant designed around community, late-night culture and shared experiences. Combining the atmosphere of a social club, retro diner and nightlife venue, it creates a space where people can come together to eat, drink, play cards and spend time with friends.

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The visual identity draws inspiration from vintage Americana, casino aesthetics and indie nightlife culture. Central to the branding are custom-illustrated burger characters, playful storytelling and a bold merchandise system that extends the brand beyond the restaurant itself.

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The project includes a complete brand identity, typography system, merchandise collection and campaign visuals, all of which are designed to create an immersive and recognisable brand experience for a young, socially connected audience.