Hai Hospitality’s Loro Restaurant Gets a New Laid-Back Look and Website Redesign

The first Loro opened in Austin in 2018 by legendary local chefs Tyson Cole of Uchi and Aaron Franklin of Franklin’s Barbecue. The Asian smokehouse and bar quickly built a reputation for innovative food, boozy drinks, and an expansive patio that welcomes parties of all sizes.

Based on its immense success, Hai was looking to expand into new markets, which raised new questions for their brand and positioning. How well would this concept be received by those living in nearby cities like Dallas or Houston where there is less familiarity with the names or legacies of Cole and Franklin? What about those living outside of Texas where barbecue can sometimes be more of a novelty than a religion, as it is in the Lone Star State?

Hai turned to The Graphic Standard to perform a comprehensive refresh on the Loro brand design system. Armed with a finely tuned new brand strategy, positioning, and personality, developed by Austin-based brand strategists Unfettered, The Graphic Standard developed a laid-back, quirky, and visually appetising brand expression and website design that would really stand on its own in the sea of Austin restaurant dining aesthetics. Drawing inspiration from their physical spaces, TGS created hand-drawn illustrations, a clever pegboard alphabet, and a warm, welcoming colour palette that makes you want to come on by, kick back, and stay awhile.

The Result

In the end, Hai Hospitality is taking Loro more confidently into new markets while at the same time, celebrating existing locations with a fun and friendly new visual language, a more capable website, and a unique brand that authentically conveys who they are and helps them stand out in the crowd.