Lucas, The Italian Deli

At Lucas, an authentic Italian restaurant, we set out to design more than a brand—we set out to tell a story. Rooted in rustic charm yet shaped for today, Lucas was imagined as a place where families gather, friends celebrate, and bold flavors bring people closer together.

Our process began with the essence of Italian dining: the laughter around the table, the richness of simple ingredients, and the warmth of meals made to be shared. We wanted the brand to feel both timeless and modern—honoring tradition without ever feeling old-fashioned.

The identity reflects that balance. The logo is bold yet approachable, versatile across menus, packaging, and signage. A color palette of terracotta reds, golden neutrals, and earthy greens captures the richness of Italian ingredients, while modern black-and-white contrasts add a contemporary edge. Typography blends classic serif elegance with clean sans-serif clarity, ensuring the brand feels inviting and current.

To deepen the story, we built a visual language around hand-drawn illustrations, rustic textures, and striking food photography. Together, these elements echo the artisanal, handmade spirit of Italian cuisine while keeping the experience polished for a modern audience.

Every detail—from the warm, conversational tone of voice to the welcoming atmosphere of the space—was designed to make guests feel at home. Lucas is more than a restaurant; it’s a celebration of tradition and togetherness, where every visit feels like being welcomed to the table with open arms.