LUX Restaurant Equipment
LUX Restaurant Equipment needed a bold, modern identity that would convey professionalism, luxury, and power in a competitive B2B space. The goal was to create a logo that stood out in an industry that often relies on generic, utility-focused branding. The challenge was capturing a premium feel without overcomplicating the visual message.
My Role:
I led the creative development of the logo, typography, and brand styling. This included visual direction, layout exploration, and typographic design, all built to emphasize strength, elegance, and clarity.
Process:
I started by experimenting with letterforms, leaning into a bold serif typeface for "LUX" to reflect sophistication and presence. The overlapping structure creates movement and visual interest while suggesting a layered, high-end experience. To balance the elegance of the main mark, I paired it with a clean, modern sans serif for the words "Restaurant Equipment" in all caps, reinforcing structure and readability. The high-contrast red and black palette was chosen to evoke power, energy, and confidence. Key characteristics of the LUX brand promise.
Results or Reflection:The final identity communicates a strong and memorable brand presence, setting LUX apart from typical equipment suppliers. The client was excited about how elevated and modern the brand felt, especially in print and digital applications. This project reinforced how type alone, when used intentionally, can tell a compelling brand story and how simplicity, when refined, can leave a lasting impression.
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