Boutique Rebrand
In my undergraduate brand and identity systems course, I was tasked with redesigning the identity of a boutique brand. I chose to redesign the identity of the Lucky Lab Coffee Company.
Lucky Lab Coffee Company firmly believes that good people, happy dogs, delicious pastries, and good cups of coffee make the world a better place.
Based in Austin, TX with roots in Hawaii and South Carolina, Lucky Lab is a warm and bubbly hub of the ritualistic synergies that arise from daily coffee and community around the United States. Lucky Lab now has four Austin locations and has the potential to solidify its spot as a household name on ATX’s “The Drag” and beyond. At the end of the day, the Lucky Lab brand wants to fill every cup with good coffee and southern hospitality.
My rebrand for Lucky Lab Coffee Co. captures the energy, loyalty, and warmth that the shop seeks to foster in its clientele. In redesigning the company logo, I was inspired by a few concepts: namely, the temperament of a labrador retriever, the fierce spirit of Texan pride, cultural connotations of coffee, and traditional symbols of luck in American culture.
Secondary Elements
The dog paw is composed of a coffee bean and stars.
The shape of the rainbow derives from the shape of the dog’s belly in the logo lockup.
The shape of the horseshoe derives from the shape of the mug’s handle in the logo lockup.
