You Lucky Dog

You Lucky Dog

BRAND IDENTITY, PACKAGING, ILLUSTRATION

SCAD Project, two-week exploration

Objective: Create a kinetic package around the idea of a lucky penny. One motion must trigger another.

Audience: Collectors and keepers of small things who already believe ordinary objects are worth holding onto.

Strategy & Concept

How does a penny become a lucky penny? Through the finding and the remembering. So the mechanism stages that moment rather than describing it. Pull the drawer open and two things happen at once: the illustrated scene reveals itself in the window, and the insert rises to lift the penny up to meet you. The lettering is a vintage slab serif redrawn to feel carved and discovered, so the type does the same work as the story.

The name came from the phrase itself, what you might say to someone who just picked a penny off the sidewalk, and the dog became the storyteller who does the finding. The first edition follows the 2009 Lincoln "Formative Years" penny: young Lincoln reading on a log in the southern Indiana frontier. Future editions pair different historic pennies with their own landscapes, colors, and storytellers.

Shown as a prototype.

The logotype is drawn from woodcut type and the illustration from linocut, both carved relief surfaces, echoing how coins themselves are pressed from carved dies.