Quality That Endures

Bringing Beloved Products Back to Life.

Lucky Penny Vintage Goods is an online shop that sells vintage and pre-loved items. They specialize in restoration and repair, bringing their curated objects back to life, and giving them a second chance of finding a new home instead of being tossed aside. The objective was to give this new shop a visual identity that reflected their values, complete with brand naming, messaging, strategy and packaging.

    • Logo & Identity

    • Brand Strategy

    • Brand Naming

    • Brand Messaging

    • Packaging & Collateral

The Concept

Early on in the process, the client and I decided the logomark should represent a vintage artifact. The client expressed their long time fascination with Penny Farthing bicycles, and once we landed on the name Lucky Penny, it felt like the perfect choice. I also wanted to include additional details in the mark that would relate back to the repair aspect of the business. The handle bar transitions into a spoke which then forms a wrench. The negative space of the wrench creates a silhouette of a house, which relates back to the fact Lucky Penny sells goods for your home. The last hidden detail is the Nelson Block Clock inside the large wheel. This is a nod to the mid century modern items Lucky Penny tends to stock in their store.

Type & Color

I wanted the typography for Lucky Penny to be hand drawn. The imperfections of the logotype compliment the distressed element of the Penny Farthing logomark. These details imply a worn and well loved feeling to the overall identity, similar to the products sold. The color palette is earthy like a well earned patina, with hints of mid century modern inspiration in the avocado greens.

Packaging

Since Lucky Penny is an online shop, packing materials were very important to them. We made stickers and tape for a professional appearance on the boxes, creating a consistent and trustworthy brand experience. Once the customer opens a package, they will find an insert card we designed to thank them for their business, which will be included in every order. T-shirts and tote bags were designed to create fun merch that would encourage loyalty and promote brand awareness.