Louis Buck

LuckyFox Branding


A Brooklyn inspired diner in
the heart of Sheffield. 


The client was inspired to set up LuckyFox after a visit to New York and seeing all the amazing dive bars, independent deli's and the culture surrounding them. There's a road in Sheffield that runs parallel to the main commercial high street, but it's atmosphere is completely opposite. It has alternative bars and independent shops all the way along. It's where the individuals of Sheffield go, to get away from the herd. Even though it's in the heart of the city. This is what the client wanted to carve a space into. 

They wanted a hand-made feel, like a drawn tattoo. Could we make the fox a character? Could we make the logo look like it was scrawled on the hand-dryer in the bogs in marker? These were a few of the questions that were raised during the early round of creative chats. Target audience was to be 15-35. Youthful but not too cheesy. On trend but accessible.


Early on I decided that it shouldn't have one main logo, rather a few. The atmosphere, food and people was to be the recognisable brand. That's what NY deli's and dive bars are renowned for. No colour either, black and white, don't get in the way. The word mark and the assets were to be designed to compliment that ethos. I believe I achieved that. After 2 years it's become so successful that the client has opened another location.

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To have an ever-evolving menu every 5-6 months sounds like a daunting task for any designer. Do I make a template that the chef can then edit at will? Sure, I could. But if the food evolves frequently, why can't the brand evolve along with it?



The website is simple and to the point. Why would you try find the deli bar online? Either for the menu, or the opening times. Basic information was all it needs, but that's how it attributes itself to the brand of LuckyFox. 


It's hard to convey on here how much I've poured into this brand, and how much I've loved every second having it as a recurring client and evolving it. I'll think of ideas all the time on what we could add to it. Or even just nudge the logo around a slight bit for the next asset, because it was bugging me.

I compiled my 'doodle' artboard into a poster recently, and it really shows how much work has gone into building LuckyFox;

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Working with LuckyFox has been one of the most challenging and rewarding projects I've done as a designer so far. It was a big challenge that I needed to dedicate myself to and I learnt a lot about myself as a designer. It was the first big project where I had complete trust from the client to have freedom and creatively explore. I was contracted for my style, which as a designer, is really what we all want.

Have a look at the instagram accounts for both venues and see more of my work;