DRINK.
PLAY.
BLEAT
./

client

Zachary Pulman Studio

photography

Caitlin Isola

[

city

London (England)

year

2026

tasks

— Concept
— Copywriting
— Art Direction
— Graphic Design
— Packaging
— Logo

[

the project

The Lucky Goat, located at 1 Bread Street —yeah! With a perfect view of St. Paul's Cathedral—, is an energetic venue that combines darts, shuffleboard, pool and karaoke within a lively cozy environment, delicious drinks and dishes —and a unique friendly competitive spirit.

"Familiar enough to feel like a local. Unfamiliar enough to keep you looking. It must feel as if it has always been there" was the main premise. With just the right blend of sophistication and mischief, this should be a place where people would want to stay, as if time stood still.
 
At the heart of the identity is a goat—the goat. We worked on a design reminiscent of ancient heraldic crests (as the old traditional pubs used to use), yet with a fresh, contemporary feel.

However, in the blink of an eye, the pupil of the goat's eye —that horizontal rectangle that gives goats their slightly unsettling, knowing stare— became the main player. So the hole identity is built from it: cuted, zoomed, rotated, repeated (we can make a new version of Daft Punk's "Harder, Better, Faster, Stronger”).