luca focuses on users with a new brand identity

luca underlines its strategic reorientation towards a digital consumer platform with a new brand presence. In line with the claim “More from the moment”, luca focuses on its users and their gastronomic experiences across all formats. Luca Guntram Friede, Chief Marketing Officer (CMO), together with the teams led by Annelie Krämer (Head of Design) and Marie Mörtzsch (Head of Strategic Marketing & Brand), is responsible for the rebrand. Concept and creation come from Berlin-based Creative Consultancy Studio Avanti, which stands for unconventional and innovative design.

The new corporate design plays creatively with shapes and colors and embodies the varied and unique experiences that luca makes possible together with restaurateurs. The central design element is the letter U in the LUCA logo, which is available in six different versions and reflects the guests and their diversity. Because “every U is different.” The diversity and liveliness of the Luca brand and its users are emphasized by a bright color scheme in green, pink, purple and orange.

The shared experiences in gastronomy are just as diverse as LUCA users. The new brand promise “More from the moment” underlines that gastronomy is more than just eating, drinking and paying. Catering is encounters with friends, family, service staff and hosts. luca makes these experiences possible by simplifying technological processes such as reservation, ordering and payment for restaurateurs and guests and combining them on one platform.

Guntram Friede, Luca's CMO, says: “Together with Studio Avanti, our marketing and design team developed an innovative design. The claim, but also the textual and visual language, make it clear that for Luca, experiencing moments together is paramount. By this we mean, for example, an evening with friends in a nice restaurant where you feel completely at ease thanks to good service. By rebranding, we are positioning Luca as a strong brand with great recognition value and as a digitization partner for the catering industry. The new design provides clarity and combines all LUCA services, such as the Luca Pay payment function, under the umbrella brand luca. ”

“Luca has become an everyday companion during the pandemic. We are very pleased to be able to accompany Luca in the current phase of transformation and also to carry the brand experience into a new era,” says Philipp Emde, Co-Founder and Managing Director of Studio Avanti. “During the strategic realignment and rebrand of luca, it was particularly important to us to represent the diversity of people who will be able to use and experience luca as a brand in very different ways in the future. The different versions of the “U” in the logo and the “U” as an independent design element reflect exactly that. ”

Patrick Hennig, CEO of luca, says: “For us, luca Pay is the first step on the way to a digital consumer platform that will improve the entire experience in gastronomy, but also in other areas of social life. With our new brand identity and claim 'More from the Moment', we are showing our ambition to become the central experience platform for all areas of life. ”

Within just a few weeks, more than 2,000 restaurants, bars and cafés have already signed up for the luca Pay payment function. Over the next few weeks and months, additional functions, such as table reservations, will be gradually integrated. The new design ensures a high level of recognition and thus accompanies the Germany-wide roll-out and international expansion of the Luca brand.

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