Lucky Patty

A cream four-point star appears on an orange background, followed by letters assembling into the stacked Lucky Patty wordmark. The completed logo includes the small “Smash Burgers” tagline.
Services
Brand Identity & Design
Capabilities
Brand Strategy | Brand Identity | Creative Direction | Art Direction

Building a Brand That Earns Loyalty

Lucky Patty wasn't created to chase trends. It was built around a simple belief: honest food, quality ingredients and genuine hospitality never go out of style. We partnered with the team to develop a complete brand identity, illustration system, packaging and visual language that turns that philosophy into a cohesive brand experience. Every touchpoint was designed to feel approachable, memorable and built to last.

A double cheeseburger rotates against a cream background framed by orange star shapes. The words “Simply Real” remain beneath the burger.
Animated line drawings show burger-holding characters sitting on a tipped salt shaker, walking beneath a ladder and standing beside a black cat. Small stars sparkle around the burgers, pairing familiar bad-luck symbols with the brand’s playful identity.
“Beat a bad streak with extra cheese” in bold brown lettering on a cream background.
Illuminated circular Lucky Patty Smash Burgers sign with cream lettering and a star symbol on a coral background.
An animated sequence moves through a burger box, drink cup, fries carton and takeaway bag. Rotating views reveal the Lucky Patty logo, star symbol, character illustrations and orange, cream and turquoise color palette.
Two kitchen staff wearing cream and orange Lucky Patty shirts with playful burger illustrations and the brand logo.
Lucky Patty menu board with a cream background, orange headings, and bold brown type for burgers, sides, and drinks.
An orange burger box with a turquoise base floats and rotates in front of oversized cream lettering. The background repeats the names “All American,” “Lucky Patty,” “Kevin Bacon” and “Smashed Sisters,” with star graphics appearing around the box.
Green Lucky Patty takeout bag with a cream logo being handed through a car window.
Three Instagram Story designs appear side by side: a person holding a burger, an illustrated character with the line “Beat a bad streak with extra cheese,” and rotating drink cups over “Milkshakes” and “Soda” typography. An orange background repeats the Lucky Patty branding.
Lucky Patty food truck with cream and orange branding, star patterns, and burger illustrations, serving customers outdoors.
Orange and turquoise Lucky Patty cups rotate across a dark brown background. Large cream words reading “Milkshakes” and “Soda” change size behind them as small star graphics appear.

Next Project

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Assortment of Angelo’s sandwiches in an open takeout box, with a cheesesteak in the foreground.