Lucky Energy Unveils Black-and-White Rebrand, Targets 17,000 Stores by Year End
Las Vegas – October 07, 2026 -- Lucky Energy debuted a complete brand overhaul at the NACS Show, swapping its old can design for a stark black-and-white look that will hit shelves at select retailers, Amazon, and luckyenergy.co starting in the fourth quarter of 2026.
The redesign, developed with creative agency Dayjob, keeps the brand's signature tape graphic but strips away color except for flavor-specific accents. The company says the minimalist approach makes the simple, zero-sugar, zero-calorie formula easier to understand at a glance.
The company adopts a new mission statement built around gratitude
Lucky's updated tagline, "Every day is a miracle," reframes luck as something consumers create rather than wait for. Founder Richard Laver said the new identity is "cleaner, sharper, and more grown-up" while keeping the brand's original emotional core intact.