Lucky Lasso
Texas BBQ
A Playful Twist on the Classic Bakehouse Experience
Skills: 3D Animation, Menu Design, Packaging Design, Graphic Design
Overview
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Lucky Lasso Texas BBQ is a restaurant concept centered around rodeo culture, comfort food, and storytelling-driven branding. The goal of this project was to develop a cohesive visual identity and menu system that captured the spirit of a classic Texas BBQ joint while intertwining a fun narrative around the restaurant's founders, Champ & Leapin' Lizzie Walker.
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Champ built his legacy as a rodeo champion, known for winning buckles year after year. His sweetheart, Leapin' Lizzie, was a renowned bronc rider in the circuit. Together, they built a tradition of food, friendship, and good sportsmanship by hosting pre-rodeo cookouts. Champ would serve his slow-smoked ribs smothered in homemade BBQ sauce, while Lizzie stole everyone's hearts with her Praline Pie.
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Opening Lucky Lasso Texas BBQ after their retirement from the rodeo was their victory lap. The restaurant keeps the spirit of their rodeo cookouts alive through sharing their delicious homemade food and sweets with the community.
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Overall, this project was focused on communicating this story while maintaining strong visual hierarchy and menu readability in a themed restaurant setting.
Logo & Menu Design Approach
The logo and branding were designed to capture the energetic spirit of a rodeo, while maintaining the familiarity of a Texas smokehouse. The visuals of the logo and menus lean into bold Western-inspired elements, using strong and confident typography.
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​The main handheld and specials menus were built with a clear visual hierarchy to guide guests through their dining experience, using spacing and distinct headings to ensure clarity. Organization and the ability to quickly scan the menu were essential to the layouts.
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Playful category names like "Pitmaster Plates," "All the Fixins," and "Grab 'n Giddy Up" help to reinforce the brand's personality and messaging tone while keeping the overall structure easy to navigate. The language throughout the menus reflect the restaurant's narrative, tying dishes and products back to the characters and traditions behind the concept.
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The specials menu was created to showcase weekday specials. This smaller menu allows the restaurant to introduce rotating dishes that can be easily updated.
Conclusion
This project was a great exercise in creating branding, usability, and storytelling that work together to enhance a welcoming dining experience. By combining character-driven lore, themed messaging, and thoughtful layout decisions, the result is a warm restaurant full of personality!