Lucky's Mark: Designing Delight into Every Detail

When founder Joe Ochoa wanted to add to the success of his Key Nutrients products by creating a line for pets, we were thrilled to create a wholly different brand that maintained the same values as the parent company.

At its core, Pet Nutrients aims to enrich the lives of the pets we love with the best nutritional components anywhere. The packaging needed to draw pet lovers in, whether on physical shelves or in a mobile shopping cart and toward this trustworthy product. Leading that charge was Lucky, the Pet Nutrients mascot, created as the embodiment of all the best parts of our beloved pets.

The client strongly directed us to design a simple typographic wordmark for the company logo. We felt that, in addition, the brand needed some key visual iconic elements to make up a complete visual language. We created Lucky, the Pet Nutrients’ mascot, who embodies the love and memories of all our precious pets, and put him front and center in all their packaging. We also created Lucky’s Seal of Approval, the trusted symbol representing our brand’s quality standards.

Lucky and his seal are beacons for pet owners and pop up in unexpected places, adding a bit of found fun. This was done for no other reason than to brighten our customer’s day or bring a smile to their faces.