Luby's, Inc. // Restaurant Interiors // Identity
CHALLENGE //
Move Fuddrucker’s interior concepts forward from a reliance on stale mid-20th century pop culture references to a fresh, inviting, targeted experience more reflective of its customers.
ACTION //
Origin kept the authentic American spirit so true to the Fuddrucker’s experience but modernized it for today’s customers. Our strategic approach included creating the system to guide regional adaptations of design concepts, enabling restaurants to offer a more resonant dining experience to the communities they serve.
This concept references the “Maker Culture” and freedom of choice that have become infused into all aspects of our American culture in the 21st century. Fuddruckers celebrates the Innovators, the Thinkers, the Doers, the Independents, who are building and redefining American Culture for themselves. While this concept lends itself well to all regional customization, there’s no better place to start than the fun-loving crafters of culture on the West Coast.
CLIENT / Luby's, Inc.
AGENCY / Origin
CREATIVE DIRECTOR / Jim Mousner
DESIGNER / Michelle Coffey
Here in the dining area, fixtures indicate a love of music in the land of care-free living, and the back room acts as a horizon of new lands to explore.
The entry experience is open, bright, and industrial, but also welcoming and warm. We punctuate with imagery and iconography that updates the Americana cars of the 50s to custom cars of the West Coast.
For the condiments service, we create an Intimate warm nook where custom paint colors and textures contrast against neutral
wood and corrugated panels. We also incorporate toppings into custom skateboards on the wall to equate to the “any way you like it” aspect of the Fuddruckers toppings bar.
wood and corrugated panels. We also incorporate toppings into custom skateboards on the wall to equate to the “any way you like it” aspect of the Fuddruckers toppings bar.
