05 · Hospitality · Rebranding, social & art direction

Lulu

Japanese precision, Latin heat — a social-first evolution of an identity that already worked.

Year: 2026
Sector: Sushi & poké bar
Scope: Rebranding, social direction
Also: Art direction, content system

Lulu tuna sashimi plated on dark ceramic — Dark foundation, food as the only colour

The idea

The identity is not the problem. The way it shows up is.

Lulu already owned the good stuff: an elegant wordmark, deep forest green and warm gold, and a Japanese-Latin food proposition nobody else in the city had. On social, all of it was being diluted — competing typefaces, promo overlays, undirected AI imagery and tiki cues that dragged a premium brand into themed-restaurant territory. So the work was evolution, not reinvention: keep the wordmark, the palette, the rooms and the menu, and rebuild the visual world around them.

Current-state audit

What the feed said

Every post is shouting

Multiple typefaces, overlays and logos competing inside a single frame.

Inconsistent image language

Lighting, colour and quality shifting post to post, killing recognition.

AI without a system

Generative imagery used as output instead of a directed tool.

Promotion over desire

A feed behaving like a stack of flyers rather than making the food wanted.

Overused tropical cues

Literal leaves and tiki styling pulling the brand somewhere dated.

Premium logo, generic presence

The logo promises elegance; the execution didn’t deliver it.

“Japanese precision. Latin heat.”

Premium, but never formal. Bold, but never visually chaotic. An urban food brand with the restraint of Japan, energised by the colour and intensity of South America.

Creative direction

A visual system built on contrast: a nocturnal green-and-black canvas, food as the brightest tone in the frame, macro detail you can almost taste, and one idea per post with room to breathe.