Origins of the Scratch Map

The story of the Scratch Map can be traced back to a simple observation made during 6 months of backpacking around the world, and the merging of two design projects in the Luckies office back in 2009.
Our Creative Director, Xavier Unwin, explains more…

“In late 2008 I went traveling for 6 months around South East Asia and Australasia. My path crossed with people from all over the globe and different walks of life. After months off the beaten track and striking up conversations with any friendly face, one thing that resonated was how a conversation would usually lead to who’s been where and seen what, with the question of ‘how many countries have you visited?’ inevitably being asked. Different people had different ways of keeping track and sharing their ‘visited list’, some had it scrawled in a journal, others typed on a spreadsheet and I even met someone who had it tattooed on their back! Despite the different methods used, it was clear that the desire to record and mark what parts of the world you’ve explored was a common theme among travelers.”

Flash forward to the Luckies office in August 2009 and the Luckies team began work on a map with flag shaped stickers to mark off visited countries. Following the observation of the importance to many of their ‘visited list’, we knew something more exciting and unique than flag stickers was needed. After weeks of exploring ideas and a chance encounter with scratch foil for another project, Inspiration struck! What if scratch foil was applied to the map?

It would be the perfect way to mark where you’ve been and show off your ‘visited list’ in a personalised way – everyone’s map would be unique to them! Months of testing and development passed and finally the first ever Scratch Map™ was completed, a world map featuring gold scratch foil that replicated the joy of traveling – the more you scratch (travel) the more you reveal (discover).”

Since then the Scratch Map has gone global with over 15 unique styles in its collection, ranging from country specific iterations to limited edition maps featuring luxurious materials and print processes, and we’ve only just started scratching the surface.