LUCKY FOODS UNVEILS NEW BRAND LOGO

Lucky Foods, an Oregon based Asian food company, launches a new brand identity and logo. Lucky produces a variety of Asian and Asian fusion foods. Their current product line includes Vegan Spring Rolls, Gluten-Free Vegan Spring Rolls and Korean Kimchi and Condiments under their product line, Seoul Brand.  The new brand look better connects with their Seoul line and offers a modern articulation of the brand's vision and heritage. The bright colors communicate Lucky's commitment to fresh, healthy ingredients.


The New Logo
The design goal was to better visually communicate Lucky Food's values and the food they produce.
"We worked to create something that felt modern, approachable and had a deeper meaning
to our brand’s roots. The new logo mark has multiple meanings for us. First, it resembles a four-leaf clover,
a symbol of luck in western culture. The floral-type motif is a modern interpretation of an Asian pattern. It’s reminiscent of the detailed architecture you will find in Korean palaces- a nod to the Jo family’s heritage. These elements come together to symbolize east meets west.

A Need for Change
When Lucky Foods was first started by The Jo Family, they sold only one item, Spring Rolls. In Chinese culture, spring rolls are considered a “lucky food," hence the brand name. Their previous logo featured a Chinese manuscript since spring rolls were most commonly known as a Chinese food. Since then, the brand has grown to include their family’s Korean recipes through the Seoul line. "As our business grew and continues to evolve, we felt the need for a logo that more universally represents our brand and any future Asian food products we develop moving forward."