Brand experience and identity refresh for Lucky Voice. The approach created a brand experience that focuses on the core of karaoke’s philosophy – to facilitate a release of human emotion through singing.

Lucky Voice is a UK based karaoke company who, aside from their four London and one Dubai location licences their karaoke equipment and software to franchisees around the world. Inspired by the cutting edge, original Japanese karaoke scene, Lucky Voice set out to become synonymous with Karaoke in the UK.

The brand strategy focuses on emotional engagement between the brand and its guests, this is expressed visually, but also through brand behaviours such as service style. A statement which would guide the brand direction is 'the perfection of imperfection. This was established through research which suggested that it is not the ability of the guest to deliver a perfect rendition of 'Bohemian Rhapsody' that forms the basis of karaoke's addictive experience, but the mistakes and bum notes, the ability to express yourself freely.

The wordmark takes a step back where appropriate, allowing the expression of the brand through its associated assets. Colours are stripped back to the essential, pink black and white. Pink is reserved to be used sparingly so as not to oversaturate the brand, while black and white create a feeling of security and timelessness. A tertiary supporting palette of primary colours was added to bring variety and contrast to the spatial design of the locations.

The primary typeface for use across all material is Helvetica Regular. The use of a single weight removes complexity, allowing the brand to be articulated through the ability to create dynamic elements to work around the type. A hand drawn type style – Sweet Emotion – has been developed for display purposes. The handwritten letterforms provide a level of energy across channels whilst creating an individual and recognisable aesthetic.




Project completed at Blacksheep

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