What is the essence of karaoke? That's what we set out to discover at the start of the Lucky Voice rebranding project. It turns out to be complete freedom of self-expression made possible by the warmth and support of togetherness. That was the insight that drove the project forward.

Every component of the bar's refreshed identity and experience – colours, typography, illustration, furniture – taps into these emotional cues. The cumulative effect is a celebration of 'the perfection of imperfection' – that magic moment when you can be yourself among friends. It makes Lucky Voice the natural home of joyfully unselfconscious karaoke.