THE LUCKY GOAT
London, UK
The Lucky Goat
Client: The Lucky Goat
Location: London, UK
The Lucky Goat identity redefines competitive socialising through a warm, nostalgic and playful brand narrative. Rooted in the idea of switching off from the outside world and reconnecting with others, the concept brings together the familiarity of a nostalgic pub with the energy of an interactive playground.
Drawing inspiration from analogue photography, old-school games, music and childhood memories, we developed a visual language that feels genuine, inviting and slightly mischievous. Nostalgic references are balanced with a contemporary edge, creating a distinctive identity that feels familiar without becoming predictable.
From food and drink to games, music and events, every touchpoint embraces the brand’s playful spirit and encourages people to be present and have fun together. The result is a warm, characterful brand that challenges the conventions of traditional competitive socialising and creates a space where people can leave the outside world behind and enjoy being together.
Brand manual Manifesto Mission, Vision & Values Target Audience
Brand Positioning Tone of Voice
Project Description
The brand was developed in parallel with the interior, not after it. The same conversations that shaped the layout shaped the identity, which is why the two read as one venue rather than a space with a logo applied to it.
The main figure in the logo is a goat reminiscent of a coat of arms, reworked in a fun, dynamic, modern guise. The goat's eye became the starting point for the wider system. The pupil, that strange horizontal rectangle that gives goats their unsettling, knowing stare, was treated as the primary module, then replicated, cut, rotated and resized to create three further modules. Used alone or in combination, they generate the cadences that run through signage, print, menus and the digital experience.
The result is a brand that behaves the same way the venue does. Familiar enough to feel like a local. Strange enough to keep you looking.
