Lazy Suzie
Lazy Suzie, a modern Malaysian hawker diner in Darlinghurst Sydney, sought my expertise to revamp their branding after parting ways with the previous designer. With a tight deadline before the grand opening, I dived into the challenge head-on.
For the new branding, I envisioned a welcoming hand-drawn Asian lady named Lucky Suzie, serving as the heart of the restaurant's identity. I had this illustrated and vectorised. My goal was to create a seamless blend between the branding and the industrial interior crafted by Matt Woods, along with the beautiful signage installation by Mark Surtees from Studio Ham.
Wanting to keep the signage understated, I produced a simple laser-cut black steel lightbox outside which glowed red at night, complemented by subtle reverse frosted window decals. Inside, I kept the branding subtle with printed menus and screenprinted kraft board business cards. This approach allowed the restaurant's enticing atmosphere to shine, with the branding complimenting rather than overpowering the space.
Despite the short turnaround time, I took pride in delivering a branding solution that perfectly matched the ambiance and spirit of Lazy Suzie. Working with the restaurant's team, I created an identity that celebrated their culinary heritage and added an extra touch of authenticity to the dining journey.
Tasks:
Design Lucky Suzie logo and branding for print and web
Design and produce menus and business cards
Design and produce exterior signage
Photos by Alana Dimou.
