A love story is the result of the 5 senses: everything starts from sight, and then it follows with touch, hearing, taste, and smell.
The cooking follows the same sensory development: in front of a dish, the only taste develops 5 different flavours, which are prepared by the 5 fingers of skilful chef’s hand.

This is the reason why LUX’s brand identity development involves “5 lines” as leitmotif by expressing these concepts inside the brand and characterising all the communication elements to create a multisensory path able to guide and support the client through a real love story with the food.

An innovative place where the cooking experience changes every time with strong tastes and spicy notes.
A place where it is possible to meet people without making a date, or re-meet an old friend and try a new experience according to #foodpornography style, which can combine the obsession for the good food (#foodporn) with the will to create dishes able to express passionate feelings and – as many said- to give erotic experiences.

In accordance with the mood of the place, the communication supports the client in this path of culinary seduction: the menu with its titles can be read as the story of a first love date.
From the pizza box to the shopping bag, every element talks about culinary passion and good food sharing.

The business cards are made of cotton paper with black hot press and are produced by showing 5 different subjects to represent the 5 souls of the brand.