Where fire
meets water.
LUA Sydney.
How do you create a brand identity for a new destination restaurant at one of Sydney’s most iconic harbourside locations – one that honours notable chef, Luke Nguyen’s heritage, while elevating Australian seafood into Sydney’s next great dining experience?
LUA (meaning ‘fire’ in Vietnamese) marks a new culinary destination within Sydney’s iconic Fish Market precinct – a restaurant where heritage, place and elemental cooking come together. An identity built around the idea ‘Where Fire Meets Water’, draws upon Luke Nguyen’s cultural heritage, Sydney’s harbourside setting and the theatre of open-flame cooking, brought to life through a vibrant, contemporary expression that feels bold, energetic and unmistakably LUA.
The visual system combines bold typography, flowing patterns, vibrant colour and expressive photography to create a brand that feels dynamic, sensory and contemporary. Each element works together to reflect the energy of the kitchen, the movement of the water and the warmth of shared dining.
The result is a distinctive and immersive identity that captures the spirit of LUA. Celebrating flavour, place and connection in every moment of the brand experience.
“Having worked with ET Collective before, we knew the LUA brand was in great hands.
They quickly understood what we were trying to create and translated it into a distinctive identity that really captures the restaurant. Despite our tight timeline, the team delivered with creativity and professionalism throughout. We’re incredibly proud of the final result and couldn’t be happier with how the brand came to life.”