Lucky F*ck: Packaging

We explored dozens of mockups, revved on several different ways to tell the story on the back of the cans, and had a blast naming each of the flavors. The inception of creating this bold brand of the future was crafting an eye-catching, unforgettable identity from scratch. Our logo combines a captivating blend of modernity, boldness, and authority, with a delightful hint of playfulness. The 3D asterisk adds depth and dimension to the logotype’s sophisticated, resolute, yet light-hearted style. We handpicked the typography to embody the unique balance of our brand’s upscale sophistication and playfulness. Our color palette is anchored in black and white hues to empower our typography, and futuristic 3D elements. We carefully curated four customized secondary colors to use as accents: manifest blue, LFG pink, fortune pink, and stamina blue.