Lufina La Kitchen

Lufina La Kitchen began as a coffee shop with a bigger appetite. Lufina team wanted to bring a new kind of Mexican food to Vietnam: fresh, light on the stomach, easy to eat at lunch or dinner rather than saved for a once-in-a-while treat. But fast-casual Mexican was still a young category here, and the brand still said "café". Lufina came to Hypecat Studio for a positioning Vietnamese diners would recognise, an identity the whole business could grow into, and marketing foundations strong enough to carry it from one shop to many.

We built the brand around the name. La is Spanish for "the"; Lufina La Kitchen is the kitchen: the one you turn to on days when there's no time to cook, serving food that tastes like it came from a Mexican home. That idea became an identity with street-food energy and a youthful, modern edge: a hand-drawn wordmark led by an orange chili, a palette of chili orange, tomato red, lemon yellow and cream, and patterns drawn from what goes into a taco, wrapping everything from kraft bags and taco holders to cups, stickers and aprons. Guests build their own bowls, tacos and burritos, so the message stays simple: fresh, clean, real Mexican, made for busy days.

To show it, we art-directed and styled two photo sets: one all about the food, shot clean and close so every ingredient is on show; one about the restaurant, inside and out, so people know how it feels to walk into Lufina's kitchen before they visit. At the same time, we launched Lufina's TikTok, Instagram and Facebook from zero, with a repeatable short-form video workflow and a central asset library, so the feed runs on what the kitchen does best: orders being built, and the seasonal Phorrito dish as a pho-meets-burrito special menu campaign.