Happetsy Merkevareidentitet by Anamarija Leljak is a highly esteemed winner of the very prestigious 2021 A' Design Award i Sølv in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.
SølvGrafikk· 2021
Happetsy Merkevareidentitet
Client: Happetsy
A' Design Award i Sølv Winner in Grafikk Category
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- Verified Award Winner
- Verify Award Status for #122375
The Design
About Happetsy Merkevareidentitet
Happetsy er en merkevareidentitet skapt for et selskap som lager kjæledyrprodukter. Designet kombinerer en klassisk retrostil med moderne minimalisme. Retropreget kommer til uttrykk gjennom fargepaletten, en håndskrevet skrifttype og prikkete mønstre. Rene layouter, åpne rom og en groteskskrift tilfører et friskt, moderne preg. Logoen kombinerer en illustrasjon av en katt og en hund med et rektangel, en form som forbindes med stabilitet og lojalitet. All grafikk ble tegnet som vektorer og levert i RGB-, CMYK- og Pantone-farger for et enhetlig uttrykk på tvers av alle medier.
The Recognition
About the A' Design Award i Sølv
Happetsy Merkevareidentitet er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Happetsy Merkevareidentitet forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Happetsy Merkevareidentitet er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
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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