The opening of a new Susur Lee restaurant is always an event. Two agencies contributed to the most recent opening and branding – the star chef’s dim sum venture.
Lee collaborated with Henry Wu, Metropolitan Hotel president and founder of Chinese restaurants Lai Wah Heen, to put a twist on dim sum with the opening of Luckee in downtown Toronto.
Lee and an interior design team from Bent and Gable worked with Toronto-based agency Community – Lee’s creative agency of record for the past four years – on the concept, name, logo and brand from its inception. Community also assisted with environmental design and signage, while providing integrated print, digital and social branding.
“The naming convention for this was a long process,” said Jesse Carere, partner and strategic director at Community. “’Kee’ in Cantonese means trusted and true. The name has to play off the interior décor and be a part of the overall experience.
“We don’t just name places; we need a name that tells the story of the space. Luckee for us is a character, he’s a cool kid that is smart, intelligent, and everybody wants to be. And he’s a great, great foodie. He’s trusted, he’s true, he’s old and he’s proven.”
Luckee’s décor is a marriage between conventional Chinese motifs – pagodas, painted screens and calligraphy – and modern, sleek design with imperial red and wall-to-wall panels of dynastic architecture. A dim sum bar that opens to the kitchen invites diners to watch chefs at work, and a private dining room is available for special events and custom-designed menus.
Community was helped put together the Luckee launch party that took place April 23. It is currently working on the restaurant’s website, set to launch mid-May.
Located in Toronto’s entertainment district, Luckee aims to blend Wu’s traditional Chinese cuisine with Lee’s modern and progressive approach towards food.