Lucky Jack - Lifestyle Brand

Like brands such as Santa Cruz and Fila, I wanted to design my own take on a lifestyle brand. I wanted to appeal to a certain consumer market, my audience was to be the tattoo community. Though the people within can be varied, there is a general aesthetic that can be appealed to. I chose to base my design on traditional tattoo designs to pay some homage to the history of tattoo culture. I used the mythical creature jackalope as the backbone of the brand, I enjoyed its story of being created from various bits of taxidermy to create a new creature. I thought this tale of imagination turning into reality tied well with the tattooing experience. The name of the brand 'Lucky Jack' then came naturally after choosing the jackalope as a figure head.

I wanted to display the designs on a variety of items as I intended this brand to be versatile and appeal to a variety of consumers.