Luke’s Diner is a fictional Diner in Stars Hollow from the show Gilmore Girls. It is owned by Luke Danes, who inherited his father's Hardware Store and turned it into a diner. They often have burgers, fries, and baked goods. Luke is also their main supplier of coffee. The diner is popular and a mainstay for the townspeople. Luke's coffee particularly receives high praise.

In the show Richard Gilmore suggests that Luke should franchise his diner all over the country. (Spoilers) He ends up turning Richard down, but I thought it would be cool to imagine what Luke’s Diner would look like if he took Richard’s offer and hired a designer to re-design his brand and get it ready for franchising. So I decided to be that designer in this fictional scenario and re-designed Luke’s logo and fleshed out his whole brand with a full logo suite and packaging, stationary and merch design.