I was the lead designer for the brand refresh of Lulu’s Thai Noodle Shop, a local restaurant known for its playful personality and bold flavors. The project included an updated logo system, new brand assets, a refreshed website, reimagined food and drink menus, merch, employee uniforms, and environmental elements.
Lulu’s visuals had strong recognition but lacked cohesion and flexibility. The goal was to modernize the brand while preserving its charm, and create a system that worked consistently across digital, print, and in-store touchpoints.
With the help from my team, I kicked off the design for a refreshed identity inspired by Thai street-food culture—energetic colors, hand-drawn textures, and expressive illustration. The new system included multiple logo variations, patterns, and typography that brought personality to every asset. Menus were redesigned for better clarity and visual impact, merch was reworked for a cohesive look, and the website was rebuilt to be more engaging, easier to navigate, and visually aligned with the new brand direction.
The refresh launched successfully and was embraced by Lulu’s customers. The new brand feels trendy, modern, and true to the spirit of the restaurant.
This project was a major milestone for me as a designer. I gained experience leading a full identity system from concept to completion, solving real-world design challenges, and building an expressive brand that can grow with a business I’ve admired (and enjoyed eating at) for years.
Josh Davis, Sara Duncan
Cody Tviet
Abbey Hugo
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