Smash burger with pickles, sauce and melted cheese on a yellow background

PROJECT

Lucy the Patty

ABOUT

A smash-burger shop that took the lunch shift at STAN SEOUL

Lucy the Patty was a smash-burger shop TPZ ran as a shop-in-shop inside STAN SEOUL on the ground floor of PLATZ S. TPZ’s brand introduction material from August 2021 described it as STAN SEOUL’s resident lunch pop-up.

Its logo colours were orange and blue, chosen in spring 2021 when the TPZ content team developed the brand concept, logo, signage and packaging. The shop sign split the day in two: Lucy the Patty from 11am to 2pm, then STAN SEOUL as a craft beer bar from 5pm to 10pm.

The second-half menu was photographed in October 2021. Lucy the Patty paused operations from 1 August 2022.

Hand holding a cheese smash burger against a yellow background — Lucy the PattySEOUL

Fries spilling from a paper bag across a yellow surface

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