Lulla

Industry

Hospitality
Food & Drinks

Year

2023

There’s nothing quite like a sign that pulls you off the sidewalk and into a restaurant before you’ve even seen a menu. Lulla, tucked inside Motto by Hilton in Chelsea, is a modern take on Italian dining: a place for fresh, flavorful food, good company and long evenings that never feel rushed. It’s somewhere to sit down, slow down and enjoy every detail. With all that in mind, it was important to create a visual identity that felt just as joyful and inviting as the experience inside.

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Client

Lulla

Services

Art Direction
Brand Identity
Type
Illustration
Strategy

The logotype is built on a customized version of the typeface Oggle by Natalie Rauch, blending a bit of retro charm with a fresh, modern feel. Bold, playful type, whimsical hand-drawn illustrations and a vibrant color palette nod to classic Italian American cuisine. They carry the brand across everything from menus and coasters to tote bags, T-shirts and social media.

The heart of it all hangs right outside the door: a double-sided neon blade sign made together with Noble Signs, a true New York classic. Red letters stacked vertically on a forest-green background make sure no one walking along 6th or 7th Avenue can miss it, and it’s a warm promise of the lively atmosphere waiting inside.

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Collaboration & Photography

Isometric Studio

INSTAGRAM

BEHANCE

No part of this material, especially images or screenshots, may be used for any purpose other than personal use, unless Studio Engel gives explicit authorisation.

INSTAGRAM

BEHANCE

No part of this material, especially images or screenshots, may be used for any purpose other than personal use, unless Studio Engel gives explicit authorisation.