Mad about Lou: A love letter to Chinatown

THE CLIENT

Uncle Lou isn’t just a restaurant—it’s a homecoming. Opened in the heart of NYC’s Chinatown during the pandemic, it was born from a desire to bring people together at a time when the neighborhood was facing rising hate. Uncle Lou himself, a long-time community figure, came out of retirement to create a space that embodied the New York he knew and loved—a place where everyone felt welcome.

THE RESULT

Honoring the past while speaking to the present, Uncle Lou’s identity was built from the heart—starting with his own handwriting. His script became the foundation for a playful wordmark, inspired by vintage Hong Kong comic book lettering, creating a unique reading experience for native speakers. The restaurant’s feng shui name, meaning “Merry People,” took on new life when Lou’s strokes revealed an unexpected happy face—an inside joke for those who could read it, and a universal symbol of joy for everyone else.

From the menu design to the signage, every detail was crafted to capture the warmth of Lou’s vision: a place where nostalgia is always on the menu.

Since opening, Uncle Lou has received a number of accolades from being listed as a New York Times Critic’s Pick to Bon Appétit's 50 Best New Restaurants Photo by Daniel Krieger for NYT