During my time at Movetic, we were approached by founder Richard Laver to help bring his energy drink company, Lucky F*ck to life. Inspired by his survival of a plane crash and his mission to inspire others to persevere, Lucky Energy is a brand focused on creating high-quality beverages that motivate people to keep going. Our goal was to communicate their heart-led message through a striking and memorable brand presence.

Together, we created a brand that cuts through the noise of a crowded market by blending modernity, authority, and playfulness. Bold typography, dynamic 3D elements, and a vibrant color palette came together to create a beverage can that stood out on shelves and became a conversation starter for anyone drinking it.

To support the Lucky F*ck team, we created a comprehensive brand book to ensure the brand’s visual identity remained strong and consistent. This guide provided a clear direction for future creatives to maintain the brand’s bold personality and design integrity. In addition, we produced sales materials, including business cards, pitch decks, and print collateral. To further extend the brand’s reach, we also developed apparel and social media influencer kits to connect with both in-person and online audiences.