Some believe luck is random. Lucky F*ck believes you make your own.

Built on a heart-led mission to inspire radical change, Lucky F*ck set out to redefine how the world sees luck—one intentionally crafted, balanced energy drink at a time. But in a market overflowing with loud, overhyped brands, they needed a bold identity that would not only stand out but also stand for something. That’s where Movetic came in.

The story behind Lucky F*ck is nothing short of legendary. Founder Richard Laver, AKA Mr. Lucky, survived a 1 in 30 million plane crash and overcame 1 in 475 odds of psychological recovery. His story is one of perseverance, blind faith, and never giving up—so his brand had to embody that same relentless spirit.

We immersed ourselves in his vision, digging deep into what fuels the Lucky F*ck mindset. Then, we built a brand that demanded attention—one that cuts through the noise of an oversaturated market and speaks directly to those who refuse to let life happen to them.

Keep scrolling to see how we brought Lucky F*ck to life—because luck isn’t found. It’s made.