Happetsy Brand Identity by Anamarija Leljak is a highly esteemed winner of the very prestigious 2021 Сребрена награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
СребренаГрафика· 2021
Happetsy Brand Identity
Client: Happetsy
Сребрена награда A' Design Award Winner in Графика Category
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- Verified Award Winner
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The Design
About Happetsy Brand Identity
Happetsy е бренд идентитет создаден за компанија за производи за домашни миленици. Дизајнот комбинира старомоден ретро стил со модерен минимализам. Ретро карактерот е изразен преку палетата на бои, рачно напишан фонт и шари со точки. Чистите распореди, отворените простори и sans serif фонтот додаваат свеж модерен допир. Логото спојува илустрација на мачка и куче со правоаголник, форма поврзана со стабилност и лојалност. Сите графики се нацртани како вектори и испорачани во RGB, CMYK и Pantone бои за конзистентен изглед на сите медиуми.
The Recognition
About the Сребрена награда A' Design Award
Happetsy Brand Identity е добитник на Сребрената награда A' Design Award, извонредно престижно признание што се доделува на врвни, прекрасни и импресивни дизајни. Сребрените добитници се исклучително бриљантни и многу креативни дела што ја покажуваат одличната стручност, талентот и проникливоста на нивните дизајнери. Се очекува Happetsy Brand Identity да биде прекрасно, примерно, извонредно професионално и длабоко иновативно дело. Овој дизајн со Сребрена награда е значаен, восхитуван пронајдок што придонесува за поместување на границите на уметноста, науката, дизајнот и технологијата. Happetsy Brand Identity е творба на која многумина и завидуваат, која ги буди желбите, носи позитивни чувства и предизвикува восхит и чудење.
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.
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