Refreshing a Beloved Restaurant’s Brand

Lulu's Thai Noodle Shop

Lulu’s Thai Noodle Shop has been “slinging noodles and serving tradition since 1997.”

Lulu’s started out in Lawrence, Kansas, but has been considered a Kansas City staple for more than 20 years. The restaurant serves up authentic Thai street food and wok dishes at three funky, cozy locations throughout the metro. And at this point, they’ve stopped keeping track of how many times they’re voted KC’s best.

But it was THAIme for a brand refresh.

Lulu’s is known by some of the city’s trendiest folks as a great place to grab a bite, but with years having passed since its last brand refresh, their look didn’t fully reflect this identity.

The goal was to rework the logo, create a new website, rethink the menus, and produce merchandise that stayed true to the brand conventions but introduced a hip, new feel.

We spiced up their print and digital presence.

Lulu, the iconic little girl featured in the restaurant’s logo, got a modern makeover along with all the brand colors and key elements. Thai lettering and eye-catching illustrations of classic ingredients were incorporated across the merchandise, menus, and website to highlight authenticity and tradition. Food-forward photos and tone-setting copy (like “slinging noodles and serving tradition”) completed the effect.