As part of its ongoing success and expansion plans, Wild Salsa (originally from Dallas, Texas) decided to launch a third location in the heart of downtown Fort Worth, Texas just blocks away from Sundance Square. Lucid again lead the creative design, architecture and branding for this 7,500 sq. ft. location.
Although this new restaurant is the largest in size for the brand, special attention to detail was paid to ensure branding and customer experience was consistent. We wanted to maintain the same corazón y alma (heart and soul) with a visual branding experience that held true to the Mexican heritage this brand represents.
Consistent with the first location, this restaurant features a custom-designed and hand-painted mural showcasing traditional Day of the Dead imagery infused with Spanish roses and a Señorita who watches over the dining area. Almost twice the size of the original mural (located in the first location), the color combinations set the tone for a truly authentic dining experience.
Upon entry, customers are greeted by a large wall made from various bottles and brands of tequila. The large bar is located next to the dining area and is separated by painted metal links hanging from the ceiling. To add to the restaurant's authenticity, the kitchen is visible to customers in the dining area and even includes a large tortilla machine. Hallways are wallpapered with vintage murals showcasing classic, traditional Mexican drawings and La Catrina statues are placed throughout the space for added depth and dimension.
The branding even flows outdoors to the back patio area, where customers can hang out at concrete tables with built-in fire pits and buckets to help keep beverages cold. And with a nod to traditional Mexican hole-in-the-wall bars, patio customers can sit at the bar in swing chairs bolted to the ceiling.
To see how the original concept of Wild Salsa was developed, click here.
A Sensually Bottled Experience
Defined as "mermaid" in Portuguese, Morati wished to expand their Latin American brand of body jewelry and form fitting women's bathing suits to the international market.
After exploring the brand appeal and possible marketing efforts, Lucid designed a logo and innovative packaging solution that appealed to high-end luxury consumers, while maintaining the personal feel of the swim apparel. The unique packaging design resembled colored grains of sand contained in a hand-blown bottle, which provided a sensory experience for consumers.
Interactive Marketing Experience
Seeking visionary clients with challenging projects requiring highly inspired design solutions, 5G Studio needed a collaborative partner to assist them in designing branded marketing materials.
As their business continues to expand internationally, 5G Studio needed to revamp their marketing kit in order to further showcase their talent, but also allow for a multimedia experience. Lucid designed a marketing book housed in a corrugated cardboard case to solve their needs. The custom-built case also included a special holder where the company could house a portable media device that came preloaded with a sales presentation and videos highlighting selected projects. In addition, a special back pocket was created to allow for including customized printed materials, depending on the client.
High Protein Exploration
Propuccino's unique blend of nutritional ingredients, combined with a traditional coffee taste, appealed to an audience focused on high-protein, low-carb alternatives to traditional energy drinks.
The brand defined Propuccino's pioneering spirit as one of the first coffee-flavored nutritional drinks in an increasingly competitive category. The brand communication emphasized their first-to-market strategy by combining an Old World theme with an explorative approach. The development resulted in a unique design solution that helped differentiate Propuccino in the competitive category.
Redefining the Chop House
Located on 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, 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".
Franchise Development Rebrand
7-Eleven needed new marketing materials to launch the rebrand of their Real Estate Development efforts. Their goal was to develop a sales tool kit that would help their Sales Representatives effectively communicate the company's aggressive growth strategy to potential real estate and land developers in their priority markets across the US.
Because the company did not have recent architectural photos, Lucid went on a cross-country tour that involved photographing various stores in four key markets. The photography was then used to develop an adaptable sales kit that included a printed brochure housed in a custom-built sleeve which allowed the Sales Representatives to include additional printed pieces, as needed. The sales kit also allowed for an optional custom-designed USB flash drive to be included.
An Online Extension of Rees
REES, originally founded in 1975, wished to re-brand their digital online presence to coincide with the recent shift in their market positioning and, diversification into new market segments.
The site embraces the large beauty of many of their award-winning design projects. The concept conveys a crisp, clean and minimalist approach through navigation and style as the user experiences their value proposition. Upon further collaboration, Lucid also helped define their communication tools and ultimately developed their market segment sales materials.
Capture The Unbridled Spirit of Houston
Crafted for the fashion-forward urban individual, this community located in Houston's Upper Kirby area desired a unique vision for their sales and marketing collateral.
West Ave wished to emphasize the premier nature of the community as a mecca for high-end apartment living, fashion and luxury goods. Inspired by Texas state history, Lucid defined a distinct vision by using a juxtaposition of iconic Texas elements and couture essentials. The final product encompassed a unique marketing tool communicating the lifestyle experience with informative floor plans, maps and visions.
Invitations represent the first touchpoint experience a guest encounters prior to a particular event. Accenture needed a unique, yet cost effective invitation to attract executives to their upcoming Innovation Roundtable and Executive Exchange conference hosted in Chicago.
The challenge, while staying true to their brand vision involved incorporating a personalized packaging solution that housed the invitation and directed recipients to an online website to register and obtain additional information about the conference.
Comida y Cantina
An authentic Mexican restaurant that truly embodies the flavor, environment and celebration of its food. Wanting to add a little spice in the heart of downtown Dallas, Lucid lead the creative design, architecture and branding to make Wild Salsa a unique experience.
Lucid wanted to break the mold in an industry bombarded with stereotypical flavors and decor. By researching the culture, Lucid was able to expand the concept by exploring many of the underlying traditions that are prominent within the Latin/Mexican culture and move them to the forefront of the experience juxtaposed with modernistic qualities of today. Throughout the restaurant, bright colors and bold patterns associated with Mexican culture are used as decoration, and the grittiness of the finishes add character and attitude to the overall dining experience. In order to add authenticity to the space, Lucid designed a mural using Jose Guadalupe Posada's famous print he called La Calavera de la Catrina (The Skeleton of the Female Socialite) as inspiration. Many of the furnishings and interior elements were also salvaged from an adjacent building, The Grand Hotel, formally known as the Statler Hilton.
Adult Survival Kit
Founded by health care professionals, The Adult Survival Kit (ASK) sought to develop a variety of sensual wellness products for the discerning individual.
Designed with portability and discretion in mind, Lucid emphasized the nature of the brand by showcasing a tactile journey of varied materials contained in a custom boxed kit. Additionally, Lucid developed informational collateral to promote the brand's goal of transcending traditional beliefs within the mainstream consumer.
A Journey Through Celebration
In need of a unique invitation solution to a child's first birthday party, Siena's Garden emerged as a concept that resulted in branded invitations that drove the theme of a modern-day garden party.
Inspired by social gatherings of earlier times, Siena's Garden invited guests to participate in a journey of growth throughout the coming year. Pastel colors, soft typography and actual seeds were incorporated into the design. A different organic floral seed was used to represent a period of development in the first year of Siena's life. The functionality of the invitation encouraged guests to keep the piece, as it contained instructions and helpful information throughout the year.
Seafood is Brainfood
Fish Express, a fast casual seafood dining experience, where Lucid was tapped to create the entire customer experience for the new location. Our challenge was to help engage the consumer from their first impression outside as the environmental graphics begin to tell a story and guide the consumer throughout their food journey.
In today's fast-moving technological society, craftsmanship in the traditional sense has become increasingly rare.
With its fine attention to detail, Brian Woodcock's work stands apart due to its timeless and authentic nature. Lucid developed a logo and new business collateral elements that captured the essence of the brand through handcrafted elements and helped visually communicate the company's rustic story.
Define Your World
As a revolutionary company, Eyeshot needed powerful marketing materials to help bring the company up to the next level.
Lucid worked closely to develop a marketing brochure that included a patch of simulated grass, which was then used as a theme throughout other marketing materials. The use of bright colors and smooth lines helped establish a modern edge to this rising company.
An Edutainment Experience
EKRU, a magnet school concept geared towards young adults seeking an alternative path to success in the music industry, needed help branding their urban "edutainment" experience.
As EKRU finalized their unique education model, Lucid defined the overall brand and marketing strategy, which not only appealed to the primary target - music obsessed young adults - but, also to their parents who were the core influencers for their child's developmental growth. The result included logo design, branding, sales collateral and business cards that paralleled the gritty, high-energy essence of its music obsessed students.