LUI

Overview
Lui is far more than just another restaurant in central Split—it is a nexus of gastronomy, music, and contemporary urban culture. The concept centers on creating a holistic environment where curated sound seamlessly pairs with inventive culinary offerings and craft cocktails. Every element of the space is designed to foster a relaxed, dynamic, and creative atmosphere, whether for an evening out, casual drinks, or culinary exploration.

Visual Identity & Typography
The brand identity is anchored by typography that mirrors the venue’s modern, direct, and subtly playful character. Rejecting rigid and formal aesthetics, the visual language feels spontaneous, accessible, and deeply authentic—aligning effortlessly with the energy of the space itself.

Illustration & Form
Organic, fluid illustrations—inspired by quick sketchbook scribbles—play a central role within the identity system. Their delightfully imperfect, hand-drawn aesthetic introduces warmth and human touch, creating a compelling counterpoint to the clean typographic structure.

Brand Narrative
The core design concept was to infuse the restaurant’s raw ingredients with human spirit. Through character-driven illustration, everyday food items gain distinct personalities and emotional expressions—transforming from simple ingredients into recognizable protagonists of the Lui narrative. Ultimately, the visual identity captures more than just what is served on the plate or in the glass; it translates the rhythm, atmosphere, and tactile feeling guests experience within the space.