Lucca

Captivating younger customers while preserving authenticity

Lucca Delicatessen is a family-owned Deli, which first opened its doors in San Francisco in 1929. The client's new branding objective is to reach out to a younger demographic, spanning from teenagers to young adults in their mid-20s, extending beyond their existing customer base.

ResponsibilityBranding Design
Package Design

ToolPhotoshop
Illustrator

Project TypePersonal Project

Discovery

The owner of Lucca takes great pride in the long history of their family business, which has been a favorite among local and regular customers for years. They believe that their fresh ingredients and popular sandwiches set them apart. However, their main business concern is attracting a younger audience who will become their future customers.

Design Strategy

Target Consumer

Primary Audience: Young food enthusiasts (ages 20–40) looking for high-quality, fresh ingredients and good sandwiches.

Secondary Audience: Long-time loyal customers, primarily older generations, who appreciate Lucca’s rich history and traditional deli offerings.

Key Message

Honoring Legacy, Inspiring the Future.

Design Objectives

To modernize Lucca Deli’s identity while preserving its rich history, appealing to a younger demographic without alienating its long-time customers.

For an in-depth look
and behind-the-scenes insights,
feel free to reach out!

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Lucca

Captivating younger customers while preserving authenticity

For an in-depth look and behind-the-scenes insights, feel free to reach out!

For an in-depth look
and behind-the-scenes insights,
feel free to reach out!