But it was THAIme for a brand refresh.

Lulu’s is known by some of the city’s trendiest folks as a great place to grab a bite, but with years having passed since its last brand refresh, their look didn’t fully reflect this identity.

The goal was to rework the logo, create a new website, rethink the menus, and produce merchandise that stayed true to the brand conventions but introduced a hip, new feel.

We spiced up their print and digital presence.

Lulu, the iconic little girl featured in the restaurant’s logo, got a modern makeover along with all the brand colors and key elements. Thai lettering and eye-catching illustrations of classic ingredients were incorporated across the merchandise, menus, and website to highlight authenticity and tradition. Food-forward photos and tone-setting copy (like “slinging noodles and serving tradition”) completed the effect.