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Luca Rebrand
Project type
Branding
Luca Rebrand — Crafting a Feel-Good Italian Identity
Led the rebranding of Luca, a delivery-first Italian concept, with the goal of elevating its visual identity while staying rooted in warmth, familiarity, and everyday indulgence.
The project focused on redefining Luca as a “feel-good Italian” brand—balancing authenticity with a modern, scalable design system suited for digital-first platforms.
I developed a cohesive visual language spanning logo refinements, color systems, typography, and packaging. Central to the approach was creating distinction within a crowded delivery market—using bold yet approachable visuals, playful pasta storytelling, and a system that could flex across campaigns, aggregator platforms, and physical touchpoints.
The rebrand extended into campaign ideation (e.g. shape-led storytelling and collaborations), packaging concepts like the Pasta Tower, and content direction for product photography and digital assets.
The result is a brand that feels soulful, contemporary, and instantly recognizable—designed to scale while maintaining a strong emotional connection with its audience.
