Energy Drink Brand Lucky Energy Unveils New Logo and Packaging Design

Lucky Energy has launched a refreshed brand identity featuring a new logo and packaging design.

The update extends across its complete product lineup, including both drinks and gummies, and introduces a revised tone of voice and market positioning.

Employing a black-and-white design system, the new packaging is characterised as being "edgy, bold, and dynamic"

The Lucky wordmark lettering extends the brand's former tape system approach, with flavour-based graphics serving as the only colour element on each 473 ml can.

The redesign, made together with LA creative agency Dayjob, also includes a new mission statement: "Every day is a miracle".

"The intentionally minimalist system creates a premium look, makes the product's simple formula easier to understand, and helps Lucky stand out in a crowded cooler," says the company.

"For Lucky, luck is not random; it is something people choose, chase, and create. The idea gives the brand a human voice that is optimistic, adventurous, and emotionally resonant without leaning on extremes or empty hype," further explains the Austin, Texas-headquartered firm.

"This new identity captures that idea. It is cleaner, sharper, and more grown-up, but it still has the same heart. We are not telling people to wait around for luck. We are inviting them to recognise it, create it, and bring good energy to whatever comes next," adds Richard Laver, founder of Lucky Energy.

Laver's background includes substantial experience developing nutritionally-focused beverages; his motivation stemmed from his daughter Katie, who was diagnosed with cerebral palsy and experienced severe dietary constraints that limited her weight development.

This led him to establish Kate Farms in 2012, a medical nutrition enterprise offering plant-based, organic formulas designed for individuals managing chronic illnesses and requiring tube feeding support.

He subsequently launched Lucky in 2023 – cheekily branded as "LUCKY F*CK" at the time – to offer a healthier drink choice, with the beverage being made from five primary ingredients – caffeine (200 mg per can), maca root, beta-alanine, ginseng and taurine – with zero sugar content.

The brand's refreshed identity will begin rolling out toward the end of this year.

Source: Lucky Energy