Located at the ground floor of the Comerica Bank tower in downtown, the Dallas Chop House is quickly growing as one of the premiere steak houses in Dallas, Texas.

Wanting to add a modern twist to the traditional steak house experience, Lucid, in collaboration with 5G Studios, was asked to design the over-arching brand experience of fine steak dining fused with Texas tradition. Everything from the warm, well-finished materials used throughout the restaurant, to the unique steel detailing, onyx-glowing bar and custom-designed awning featuring a real fire backdrop add to the restaurant's sizzling Texas charm. The custom-cut menu boards wrapped in burlap twine add a masculine, yet refined and modern element to the dining experience. Even the logo is a nod to rustic cowboy tradition that gives another meaning to the word "branding".