Lucali
Food & Beverage
Brand Identity, Web Development, Sales Strategy, Content, Visual Systems
New York
2020
Lucali is a Brooklyn-born institution founded by Mark Iacono, celebrated for its simplicity, cult status, and no-compromise approach to pizza. When the brand expanded to South Florida, it wasn’t just about opening a new location. It was about entering a new cultural environment while preserving everything that made Lucali iconic.
Snyder&Co. served as Lucali’s in-house marketing team. We led brand communication, social strategy, content production, and event activations. Our work supported everything from everyday storytelling to high-touch collaborations, including a standout partnership with Faena Rose that introduced Lucali to Miami’s cultural elite in a way that felt natural and on brand.
Summary
Lucali has always thrived on subtlety and word-of-mouth. Expanding to a new market required a strategic partner who could elevate awareness without diluting the brand. Snyder&Co. was brought in to manage this process with discipline, keeping the tone and presence of the original location intact.
Challenge
The challenge was preserving Lucali’s authenticity while growing its presence in a market that favors noise over nuance. There was no room for typical restaurant marketing tactics. Every detail had to feel personal and aligned with the original spirit of Carroll Gardens.
Snyder&Co. worked closely with Mark and the leadership team to protect what mattered. We did not push to modernize what already worked. Instead, we helped translate the Lucali experience into a new city while maintaining the intimacy, restraint, and integrity that made the brand iconic in the first place.
Solutions
We built and managed Lucali’s South Florida communications from the inside out. Our team handled content production, social media presence, and event partnerships with a focus on restraint and consistency. The goal was not to grow fast but to grow right.
The Faena Rose collaboration marked a cultural milestone in the rollout. It connected Lucali to a new audience without compromising its identity. Snyder&Co. made sure every message, visual, and experience reflected the tone and legacy of the brand. The trust was real, and the results spoke for themselves.
