Lucky Cat Catering is a mobile culinary concept born from the fusion of Rolli, Poke Guru, and Moncha Bev Co. Inspired by the Japanese Lucky Cat, LCC brings together fresh food, playful storytelling, and a bold visual identity.
From the food truck to packaging, signage, menus, and takeaway applications, every touchpoint was created to feel fresh, memorable, and instantly recognizable. LCC is more than catering — it is a mobile food experience built around taste, movement, and fresh, healthy ingredients.
Brand Identity
Packaging Design
Print Design
Vehicle Design
Art Direction
Illustration
Experience Design
2025
The Lucky Cat became the central symbol of the identity — a playful figure used to express generosity, movement, and character. Around it, I developed a complete visual system combining bold typography, expressive illustration, warm textures, and a graphic language inspired by Japanese street-food culture.
The identity was designed to feel flexible and recognizable across every touchpoint, from menus and printed assets to packaging, signage, uniforms, and digital applications.
To bring the brand to life, I created a set of custom illustrations, icons, mascots, and patterns that could adapt across multiple formats. The visual language is intentionally expressive and imperfect, giving LCC a handcrafted, energetic, and memorable personality.
These elements create consistency across the brand while keeping the experience playful, human, and full of character.
The brand guidelines define the key elements of the LCC universe — logo, mascot, typography, colors, illustration style, and pattern system. Designed to be flexible and easy to apply, the system ensures consistency across packaging, signage, menus, digital assets, and the full mobile food experience.
The packaging system was built around kraft materials, black illustrated patterns, and bold brand marks. Bowls, sushi boxes, chopstick sleeves, takeaway bags, stickers, and printed papers were designed to feel both functional and distinctive.
Each item acts as a small brand moment — simple, tactile, and recognizable, whether served at an event, picked up from the food truck, or shared at the table.
The food truck extends the identity into a real environment. With its glossy black exterior, warm lighting, illustrated fabric panels, signage, and branded details, it becomes more than a mobile kitchen — it becomes a moving brand experience.
Designed for markets, offices, festivals, and private events, the truck creates a strong visual presence while keeping the service approachable, flexible, and memorable.
Beyond the logo and packaging, the project explores how the brand lives in real situations: people ordering, eating, sharing, and interacting with the food truck. Every detail — from the signage to the countertop, bowls, bags, aprons, and serving moments — was designed to create a cohesive and immersive customer experience.
The result is a brand world that feels fresh, urban, playful, and ready to travel anywhere.
Lucky Cat Catering brings together fresh food, playful storytelling, and a bold visual identity built for real-life experiences. From the food truck to every takeaway detail, LCC was designed to feel recognizable, flexible, and full of character — wherever it goes.
Johanna had the insight and talent to also incorporate her touch on the final product. Her artistic talent always made me happy with the end result: a clean and powerful branding package that makes a statement for my company.
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