Lucia

Melbourne’s hospitality scene is world class, and competition is high. The brief entailed positioning a new Mediterranean restaurant as a superior dining experience, encapsulating the entire customer experience from discovery, to it becoming their favorite spot. The challenge was how to convey all the richness of the experience of a diverse hospitality group, their community and inspiration derived from the Mediterranean into a dynamic brand system and storytelling that could flex across 50+ applications, and differentiate offerings within the space. We wanted the customers to experience the brand with all of their senses, just how they would experience the Mediterranean.

The design solution is deeply rooted in storytelling and our services touch 50+ custom applications. Lucia is our imagined brand muse—she symbolizes a unique European heritage, guiding mission, and mastery of modern hospitality. Throughout the space, we looked for moments to invite others into her exciting world. We wanted to bring diners on a journey, from the first point-of-contact with the brand online, invoking curiosity, to the wayfinding, the custom print collateral and the commissioned art in the space. It was an extensive process to test the brand system over all of the digital and physical touchpoints.

The initial success of the project has been unprecedented in reception, with the venue operating at 100% capacity since opening. Both the venue and the branding have received PR reviews across Australia, garnering thousands of organic impressions that have led to over 150 event enquiries within the first two months of opening. As well as 20% more revenue and 25% higher spend per-head than anticipated. There has been immense positive feedback around the customers’ curiosity of Lucia, the inspiration behind the brand and a focus on the finer details such as menus, and the custom artworks.

Who is Lucia? She serves as the guiding thread weaving through over 50 touchpoints for Lucia, from the expansive murals to the intricate details. Lucia embodies the spirit of the namesake behind our establishment—the Roman Saint of Light and Vision, renowned for her unwavering commitment in aiding the less fortunate. Our choice of Lucia as our brand muse stems from her remarkable determination to feed the needy, despite facing opposition from the monarchy. Her defiant resolve, even in the face of adversity, ultimately resulted in her sacrifice—her eyes were gouged out—a poignant symbol reflected in the artwork adorning the venue. Customers will encounter evocative collages featuring absent eyes and illustrations depicting Lucia herself.