PREMIUM ICE CREAM
Luculus
Partner
Industry
Location
Scope
Year
Luculus
Premium Food
Slovakia
Brand Identity Architecture · Digital Asset Design · Social Media Communication Strategy
2022
The transformation of a seventy-year legacy into a contemporary language.
Project Information
Context and Challenge
There is only one correct path when renewing established brands: not to conflict with the legacy, but to reinterpret it. The Luculus of 1954 was a contemporary brand of its time. We needed to build the contemporary Luculus of 2021. With the same spirit, but in today's language.
Insight and Construction
When renewing the brand identity, we established two principles: the warmth from 1954 and today's visual discipline.
We developed the logo not from scratch, but by refining its existing form. Recognizability was preserved for the older generation, while a modern counterpart was established for the new generation. In the color palette, we simplified the brand's classic tones. Instead of the old palette that oscillated between pastel and vibrant, we designed a clear, decisive, and photographable set.
We developed a standard for the store atmosphere. A visual system that ensures customers entering existing branches and any new branches in the future feel the same character. Typography, window display, visual hierarchy of the serving plate, menu design.
All would speak as different rooms of a single brand. On the digital side, we crafted a social media language aimed at the new generation. We blended the brand's archive from 1954—old photos, the first display, scenes from the founding era—with a new content language.
Every post showcasing the past entered the frame with today's aesthetic. We designed the website not as a catalog, but as a statement of identity. The seventy-year story was told, not as a document of longing, but as a notification that a flag still waves.
Result
Today, Luculus still offers the same ice cream in Slovakia. But now it serves not just one generation, but two different generations simultaneously. While the older generation finds the brand in their memories, the younger generation embraces it on their social media, in their summer evenings, in their weekend routines. The brand has expanded from two branches in 2021, when it started working with us, to four branches today. The renewed identity served not only as a visual refreshment but also as a foundation for tangible growth. Two generations meet in the same store, standing before the same counter.