Logo and Branding: Lucy’s Fried Chicken

Lucy’s is an Austin (TX) based fried chicken and oyster bar/restaurant owned by James and Cristina Holmes situated on South Congress Avenue. Named after the owners’ grandmother and daughter, Lucy’s is the second of two restaurants following the earlier success of their more upscale restaurant, Olivia. Lucy’s identity, created by international design agency Pentagram, revolves around a simple, retro script logo-type, egg monogram and illustrated character executed as a neon sign.

“Fry drew a retro script logo and created a down-home look for the menus and other collateral that uses patterns from old plywood and particle board—materials used to build backyard chicken coops—that echo the unique façade of the restaurant. The building, designed by Austin architect Michael Hsu, repurposes old wooden shipping palettes to give the restaurant a distinctive look from the street. Stout and Fry, working with Austin’s neon sign guru, Evan Voyles, also designed a large sign for the front of the building. The neon sign features a sassy 1940’s era bombshell dressed in a skimpy waitress outfit, with a fried chicken leg in one hand and kicking up one of her own shapely legs through the magic of old-school neon animation.”

- Taken from the Pentagram website

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Richard Baird Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact