In 2022 Angel & Anchor worked with the Ringland Group to develop two brand identities in parallel for a unique concept that embraced the longstanding friendship between a good night out and a takeaway. The result is a one of a kind experience – Lucky Duck, an authentic Belfast Chinese restaurant, nestled in the centre of Southside Social, a stylish NY-esque cocktail bar.

Naming the restaurant was top of A&A’s list in the creation of the brand and set the tone for the personality going forward. Taking inspiration from Chinese culture, cuisine and its many ‘good fortune’ traditions, the brand follows the naming convention for Chinese restaurants in the UK and Ireland. It also plays on the English phrase “you lucky duck”, giving a nod to both of the takeaway’s ‘cultural’ parents.

The brand identity comes to life through a personality driven logotype and an illustrated core mark. The logotype is built from the typeface ‘*Decoy Medium’,* while the logo mark is the Lucky Duck himself, an illustrated mascot with ruffled feathers and staring eyes. The serif typeface has distinctive flicks and curves in it’s uppercase letters which combine with the quirky character mark to embody Lucky Duck’s ironically playful tone.

Lucky Duck’s palette of colours brings some retro kitsch to the takeaway and borrows from traditional chinese decor. A classic rich red dominates menus, signage and packaging, with contrasting pops of Prawn Cracker Pink and Yellow Duck in the interior decor and digital assets.

As one of the key steps in building Lucky Duck, the studio developed art direction which guided the interior space. Working alongside A.D.O. studio and Carter’s Workshop, the direction creates a Wes Anderson-like environment. Welcomed by brand language emphasising the “fully air-conditioned comfort” of the “Authentic Belfast Chinese”, customers can place an order while the staff take note in a retro-style receipt book. While you wait, it’s easy to become hypnotised by the static-filled 90s T.V. or the waving cat ornament on the countertop. The curated fit-out brings the brand concept to life, creating a quirky but familiar experience.

Inspired by the miss-matched language and uniquely recognisable syntax habits of UK based Chinese takeaways, Lucky Ducks’ language is oozing with ironic personality. Establishing itself as an “Authentic Belfast Chinese”, the selection includes phrases such as “under good management” and “Little House of Big Flavour”. Taking reference from Chinese sign painting with thick, tapering brush strokes, the personality type ‘Ohno Casual’ infuses each phrase with a little extra flavour.

Garnished with good luck traditions and retro references, Lucky Duck is the place to be on any night out. Fun and playful, the brand celebrates a flavourful and joyful collaboration between two cultures. Inspired by the world and made in Belfast, Lucky Duck is open till close and waiting to welcome you.