Luckie
Client:
Academic Assignment
Category:
Brand Design
|
Illustration
Year:
2024
Luckie is a dating app built around a playful brand with a heart-shaped four-leaf clover and green-and-pink palette. The four-leaf clover is a familiar symbol of luck, and making a single leaf pink turns it into finding your match. There is a quiet yet whimsical spin on the old "they love me, they love me not" daisy game, reimagined with a clover where each leaf carries a possibility of finding the right person, a shape that already lends itself to a soft, natural heart. Across the brand, retro cartoon custom illustrations and a mascot keep the brand playful and casual.
PROCESS
Drawing recognizable hearts and clovers, built on the concept of luck in relationships through the forget-me-not game, took several logo iterations. I noticed a recent trend of retro cartoon style and incorporated it, since young people aged 19 to 30 tend to gravitate toward.
The hardest part was balancing the logo to be simple yet recognizable enough to feel unique. I solved it by designing for context, testing how the mark held up at different sizes and where it would actually be seen. A logo that works as a small app icon on a phone has different demands than one blown up on a transit poster, so those environments decided how much detail the clover could carry.
APPPROACH
The logo pairs green and pink, bringing unity to the design while keeping it warm and playful. Pink reads as a soft tint of red against the green, so the two feel like a natural, harmonious pairing — enough contrast to catch the eye, enough balance to feel cohesive at a glance. The typeface has a retro, beachy aesthetic, evoking a fresh start to dating. Its strokes are dynamic, giving the wordmark energy and movement rather than leaving it flat and static.
FINAL
The final brand system balances retro cartoon illustration with a fresh palette and a simple, recognizable logo, creating a fun yet romantic feel. It carries across both digital and physical touchpoints — TTC transit posters, Instagram stories, and stickers — staying recognizable wherever it appears. The impression Luckie leaves is fun, retro, and energetic.
