Luby's, Inc. // Restaurant Interiors // Identity
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.
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