Jack Lu is a Toronto-based Chinese cuisine brand specializing in traditional Lu Wei (卤味)—braised, flavour-packed dishes rooted in centuries of cooking wisdom. The brand is named after its founder and signature category: “Lu” (卤). Through witty, confident language and a modern visual identity, Jack Lu elevates a traditional category with a bold new attitude.
CGICA led the full branding initiative, including naming, positioning, logo, storytelling, and packaging direction. We crafted a personality-forward identity that balances culinary mastery and cultural pride with a touch of fun.
Jack Lu is the chef of flavour. With heritage in his hands and boldness in his voice, he brings Chinese Lu-style comfort food to the modern table.
“Personality + flavor = the home of braised food.”
Use the name to represent the braised food, personify the flavor, and let consumers remember “who is braising and how well it is braised”
The logo fuses classic Chinese stencil-style characters with bold red-black contrast, while the visual language includes chef iconography, witty taglines, and modern layouts. Every touchpoint—from storefronts to sauce labels—carries Jack Lu’s signature attitude: bold, confident, and unmistakably flavourful.
