The energy brand introduces a premium black-and-white packaging system, a more deliberate category position, and a new mission centered on the belief that “Every day is a miracle.”
LAS VEGAS, Oct. 7, 2026 /PRNewswire/ — Lucky Energy today unveiled its new brand identity at the NACS Show, introducing a new mission, voice, and positioning across its full portfolio of energy drinks and energy gummies. Developed in partnership with award-winning creative agency Dayjob, the new identity is on display at Booth N929 and will begin rolling out to consumers at select retailers, Amazon, and luckyenergy.co in Q4 2026.
The redesign marks a new stage in Lucky’s development and better reflects what the brand stands for today and where it is headed. Lucky’s refreshed positioning feels more premium, active, and energetic while remaining authentically positive and grounded in the belief that luck is a mindset.
That belief shows up in the brand’s updated mission: “Every day is a miracle.” 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.
“Lucky has always come from a deeply personal place: the feeling that being here, getting another day and having the chance to make something of it is extraordinary,” said Richard Laver, founder of Lucky Energy. “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 recognize it, create it, and bring good energy to whatever comes next.”
The most immediate change is the brand’s overall shelf presence. The new cans replace the previous visual language with a striking black-and-white foundation, an edgy, bold, and dynamic Lucky wordmark that builds on the brand’s recognizable tape system, a clear hierarchy of functional benefits, and flavor graphics that serve as the sole source of color on each can. 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.
The rebrand extends well beyond the logo, introducing a new tone, messaging, visual identity, lifestyle approach, and overall value proposition across Lucky’s energy drinks and energy gummies. While the energy drink formula, caffeine level, can size, and pricing remain unchanged, Lucky has added more fiber to its energy gummies.
Lucky is carving out a distinct position between traditional performance-driven energy brands and newer wellness-focused entrants. At a time when many emerging brands are gravitating toward 12-ounce slim cans, Lucky is doubling down on the 16-ounce format preferred by the category’s core consumer—a segment that has seen relatively little innovation in recent years. Lucky is bringing fresh thinking to the format through a simple, zero-sugar, zero-calorie formula and a positive, adventurous, and authentic personality rooted in gratitude. The 16-ounce can will remain Lucky’s primary format, with 12-ounce cans reserved for club channels.
Lucky enters this next phase with significant retail momentum and expects to reach 17,000 retail locations nationwide by the end of 2026. The brand is nationally available at Walmart and has expanded through EG America across grocery and convenience stores in 31 states, including 218 H-E-B stores and 380 Walmart Fuel Centers. Lucky is also expanding beyond beverages, with its energy gummies rolling out at Walmart and approximately 800 Sheetz locations.
About Lucky Energy
Lucky Energy is a better-for-you energy brand built around the belief that every day is a miracle. Its zero-sugar, zero-calorie energy drinks pair a simple ingredient story with bold flavors and a candid, optimistic point of view. Lucky also offers caffeinated energy gummies for on-the-go energy. The brand is available at retailers nationwide, including Walmart, H-E-B, Sheetz, and EG America locations, as well as online at Luckybevco.com and Amazon.
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SOURCE Lucky Beverage Company
