Lucky Danger is more than just a Chinese takeout restaurant, it's a key voice in the conversation about immigrant culture in this country. Lucky Danger is be a key player to play a role in redefining assumptions of American-Chinese food and through this medium, inspire cultural awareness and conversation around the Asian experience in America.
To redefine the perception of Chinese takeout as cheap and unhealthy ethnic food, our strategy for Lucky Danger was to build a brand that is modern, fun, and as American as red, white, and blue.
Our goal was to celebrate the unique place Chinese takeout food has always had in America but without becoming academic and self-serious. The reflective notion of American Chinese by Chinese Americans inspired the logotype and flipping our character’s front and backside on the bags and menus. The color palette, mascot illustrations, and exuberant spirit come together for a slightly cheeky but completely relatable brand. What started as a take-out pandemic pop up concept has turned into a brick and mortar location with a passionate fan base hungry for additional locations.