Kit Hinrichs and Laura Scott have designed the identity for Luckyfish, a new sushi restaurant in Beverly Hills by Innovative Dining, the Los Angeles-based restaurant group that also operates the popular Sushi Roku, BOA Steakhouse and Katana. Hip in ambience and mid-range in price, Luckyfish reinterprets and elevates the traditional kaiten-zushi (conveyor-belt style sushi) experience. A visual translation of the name, the Luckyfish logo highlights one of eight fish in red, the color for good luck in Japanese culture, and references the restaurant’s conveyor belt service. The identity is used comprehensively throughout all the restaurant’s graphics, extending to signage, the website, menus and dinnerware as well as T-shirts, baseball caps and other ancillary items. To reinforce the fun nature of the brand, the theme of good luck was threaded throughout the communications system. Humorous quotes with the word lucky in them were printed on the backs of bartender t-shirts and at the bottoms of take-out boxes. Take-away gifts, custom scratch-offs and fortune fish were also designed to keep guests entertained.