SUPERHAUS’s fiery identity for LULU is a charming marriage of Japanese and Pan-Asian influences

Fun-loving, feminine and fiery, LULU, a sister company of Sydney’s renowned Raw Bar, is the latter’s expansion into Pan-Asian cuisine, bringing warmth and vibrancy to the iconic Bondi Beach. “As designers, it’s not often that we are lucky enough to work with a brand name that carries such beautiful symmetry,” Founder & Creative Director of SUPERHAUS, Belinda O’Brien, tells us, detailing the Sydney neighbour and independent consultancy’s identity crafted for the eatery. Discussing the variating logo crafted for LULU, she continues, “it absolutely begged to be cut up, stacked, extended and repeated in a myriad of ways,” speaking of how such a simple, straightforward and symmetrical graphic element can form the basis of a “rich and multi-layered” visual identity, where the wordmark directly informs the brand methodology, rather than simply being a motif. “Being such a bustling and dynamic space,” O’Brien expands, “we love the rhythm and onomatopoeia the repetition of the identity generates,” culminating in a powerfully straightforward graphic narrative designed to “build brand recognition fast,” a feat enhanced by the engrossing, literally-fiery colour palette that goes great lengths to catch and keep one’s attention.