Lucky Chan: HereToGetLucky

Scope of Work

‍Lucky Chan is an Asian dining experience unlike any other, breaking away from traditional oriental aesthetics and fine-dining norms. At a time when Pan-Asian restaurants in the city leaned towards classic or high-end themes, Lucky Chan carved out a distinct niche—young, vibrant, and unapologetically modern.

Partnering with AA Hospitality, we set out to build a trendsetting brand that would resonate with a youthful, dynamic audience while offering a fresh take on Asian cuisine.

Brand Strategy & Identity

• The brand positioning of Lucky Chan was crafted to be bold, playful, and modern, breaking away from conventional Pan-Asian restaurant branding.

• A vibrant and contemporary color palette was chosen to reflect energy, youthfulness, and excitement, ensuring strong visual recall and shareability.

• The introduction of Lucky Chan, the mascot, gave the brand a personality and a face, making it more relatable and engaging for the audience.

Marketing & Community Engagement

• The launch campaign was anchored by the hashtag #HereToGetLucky, a strategic marketing move that sparked curiosity, engagement, and word-of-mouth buzz.

• The campaign was designed to build a strong community, encouraging interaction and making Lucky Chan a go-to spot for social dining experiences.

• Through social media activations the brand quickly gained traction, establishing itself as a youthful, fun, and trend-driven destination.

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