Lucky Chan
#heretogetlucky
Scope of Work
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.
Branded Collateral & Experience Design
• Internal branding elements, from menus and uniforms to in-store messaging, reinforced the brand’s playful, contemporary aesthetic.
• Print and digital collaterals maintained a cohesive design language, ensuring a seamless brand experience across physical and online platforms.
• The mascot-driven brand personality was carried across all touchpoints, ensuring every interaction with Lucky Chan felt fresh, engaging, and distinctly unique.
Impact
By crafting a bold identity, engaging mascot, and dynamic marketing strategy, Lucky Chan successfully disrupted the Pan-Asian dining space, attracting a young, trend-conscious audience. The brand now stands as a testament to innovative restaurant branding, proving that a strong visual identity and storytelling can redefine dining experiences
Selected applications of the brand system across touchpoints.
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