Miss Lucy’s

Identity, Spatial


Miss Lucy’s is a rooftop wood-fired pizza bar in central Queenstown with stunning views of Lake Wakatipu. It forms part of Jucy Snooze – an accommodation arm for backpackers and budget travellers, owned by tourism company Jucy.

Jucy required a stand-alone hospitality brand and spatial design concept to bring its values to life in a fresh, youthful way – appealing to both travellers and locals, particularly millennials. It needed to be different enough to be a talking point, but retain a connection to the existing Jucy Snooze hostel environment.

We created the conceptual design for the bar, including its name and identity; the food and beverage offering; all customer touchpoints; and managed the fit-out of the space.

Lucy already features as a character across the Jucy brand. We made her the conceptual hostess of the bar, strengthening her identity within Jucy Snooze. The idea behind the space was to create Miss Lucy’s ‘garden of dreams’ – a surreal place for weary travellers to escape, inspired by the playful imagination of Miss Lucy.

For Jucy brand recognition, the existing green and purple colourways were retained. However, we introduced additional layers using new strong, contrasting colour combinations, neon and mood light at night and a play with scale, texture and application of materials.

The bright colour scheme is a brave evolution of the Jucy brand, offering a more modern feel while bringing to life Jucy Snooze brand values such as ‘discovery and surprise’, ‘playful and bright’, ‘social and comfy’ and ‘fun and adventure’.

The end result is an unpretentious, lively, layered space where locals and guests can meet, make plans, or just relax and enjoy the view with a selection of delicious wood-fired pizzas and local beers.