Happetsy ‘Ike Hōʻailona Hōʻoia by Anamarija Leljak

Happetsy ‘Ike Hōʻailona Hōʻoia by Anamarija Leljak is a highly esteemed winner of the very prestigious 2021 A' Design Award Kala in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KalaKiʻi· 2021

Happetsy ‘Ike Hōʻailona Hōʻoia

by Anamarija Leljak

Client: Happetsy

A' Design Award Kala Winner in Kiʻi Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Happetsy ‘Ike Hōʻailona Hōʻoia

He ‘ike hōʻailona ʻo Happetsy i hana ʻia no kekahi hui huahana holoholona. Hoʻohui ka hoʻolālā i ke ʻano retro kahiko me ka minimalism hou. Hōʻike ʻia ke ʻano retro ma o ka pālika waihoʻoluʻu, ka ʻano hua palapala kākau lima, a me nā hoʻohālike kiko polka. Hoʻohui nā hoʻonohonoho maʻemaʻe, nā wahi ākea, a me kahi ʻano hua palapala sans serif i kahi hoʻopā hou a mea hou. Hoʻopili ka logo i kahi kiʻi o kahi pōpoki a me kahi ʻīlio me kahi huinahā lōʻihi, he ʻano i pili i ka paʻa a me ka kūpaʻa. Ua kaha ʻia nā kiʻi āpau ma ke ʻano vector a lawe ʻia ma nā waihoʻoluʻu RGB, CMYK, a me Pantone no kahi hiʻohiʻona kūlike ma nā media āpau.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Happetsy ‘Ike Hōʻailona Hōʻoia i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Happetsy ‘Ike Hōʻailona Hōʻoia he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Happetsy ‘Ike Hōʻailona Hōʻoia e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The uniqueness in Happetsy brand design lies in simplicity, and in the playful game of the old-school retro style with elements of modern design minimalism. Retro style is embodied in the color palette, handwritten typeface, and polka dot patterns. On the other hand, the clean design, layouts, empty spaces, and sans serif typeface are framing the retro brand look with a fresh modern touch.
Dimensions & Packaging: Thank you cards are printed on matte paper of 200g. These printing decisions were made in order to present the brand product offer. Happetsy offers quality and yet affordable products. In order to keep the brand's visual story coherent, all the graphics and illustrations were vectorized and saved as print-ready files.
Tags: Visual identity, Logo Design, Stationery, Playful Branding, Pets, Merchandise
Production Technology: All the graphics were made in Adobe Illustrator to remain the vector quality. The logo design was made based on the Golden Ratio rule in order to appear in the most appealing way. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
Design Challenge: Duration of the shipping and non-sustainable production were the main company challenges, translating to the identity design that had to express trust, loyalty, and connection to end customers and create an emotional bond.
Research: Target audience, Millenials living in South-West America have proven to be looking for emotional attachments to the brands, especially in the pet industry. Illustrative logo, and modern-retro look, have been identified to deliver this message across. In order to evoke positive feelings, and paint the main brand value - happiness, the logo consists of an organic part (pleasant illustration of a cat and dog) and the rectangle that carries the meaning of stability, and loyalty in American culture.
Inspiration: The inspiration came from the overflow of positivity that humans experience when they come home to their pets after a long day at work.
Visual idea was framed by modern-retro aesthetics, as this was found to be resonating most with the target audience. Since the main goal was to create a cute brand identity, the visual story portrays happy pets that enjoy each other's company while jumping out of the box. Smiling, cartoonish, fatty look of the pets was an inspiration to boost positive emotions
Project Duration: The project started in March 2019 and finished in May 2019 in Denmark.
Operation Flow: The brand manual was provided as a guide for the client in order to be able to show a consistent brand story. Usage of a retro dot pattern & catchy retro colors across all the media creates a recognizable brand appearance. In this way target audience is able to connect and recognize the brand even without seeing the logo.
Image Credits: Image #1: Creator: Anamarija Leljak, Logo design,2019.
Image #2: Creator: Anamarija Leljak, Business Cards, 2019.
Image #3: Creator: Anamarija Leljak, Logo Golden Ratio, 2019.
Image #4: Creator: Anamarija Leljak, Stationery design, 2019.
Image #4: Creator: Anamarija Leljak, Merchandise, 2019.