Luci

As the dance of the dining room plays out beneath majestic marble columns, Luci's diners come together over a common love for one of life's most simple and enduring pleasures to feast with great company.

↳ Task

Navigating dining experiences within grand heritage buildings can be a delicate balance. While their grandeur and elegance often dominate monumental spaces, there are occasions when a softer, more subdued tone is necessary to cater to a different audience. In addressing this challenge, we developed a brand strategy that seamlessly transitions between these two scenarios, allowing the dining experience to adapt to the ambiance of the setting and the preferences of the clientele.

A homage to Melbourne's history of Italian immigrants and its transformation into a cosmopolitan culinary hub

↳ Design Solution

Harnessing the innate attraction people have towards one another, we centered the brand around the human face to create a sense of comfort and ease for guests within the space. Luci pays homage to Melbourne's history of Italian immigrants and its transformation into a cosmopolitan culinary hub. To capture this essence, we commissioned a series of custom in-house illustrations depicting the diverse faces that contribute to Melbourne's rich cultural tapestry. These organic illustrative faces were thoughtfully paired with more traditional luxury materials like gold and leather, striking a harmonious tonal balance in the identity.

“The Hilton's dapper Italian-inspired restaurant boasts glamorous old-world interiors, and menus that fuse the classic and contemporary.”

Read full article — Concrete Playground