Happetsy Primárna funkcia: Značková identita od Anamarija Leljak

Dizajn Happetsy Primárna funkcia: Značková identita od dizajnéra Anamarija Leljak je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2021 Strieborná cena A' Design Award v súťažnej kategórii Grafika.

StriebornáGrafika· 2021

Happetsy Primárna funkcia: Značková identita

od Anamarija Leljak

Klient: Happetsy

Víťaz ocenenia Strieborná cena A' Design Award v kategórii Grafika

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Dizajn

O dizajne Happetsy Primárna funkcia: Značková identita

Happetsy je značková identita vytvorená pre spoločnosť zaoberajúcu sa výrobkami pre domáce zvieratá. Dizajn kombinuje staromódny retro štýl s moderným minimalizmom. Retro charakter je vyjadrený prostredníctvom farebnej palety, ručne písaného písma a bodkovaných vzorov. Čisté rozvrhnutia, otvorené priestory a bezpätkové písmo dodávajú svieži moderný nádych. Logo spája ilustráciu mačky a psa s obdĺžnikom, tvarom spojeným so stabilitou a vernosťou. Všetky grafiky boli nakreslené ako vektory a dodané vo farbách RGB, CMYK a Pantone pre konzistentný vzhľad naprieč všetkými médiami.

Ocenenie

O ocenení Strieborná cena A' Design Award

Happetsy Primárna funkcia: Značková identita je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Happetsy Primárna funkcia: Značková identita sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Happetsy Primárna funkcia: Značková identita je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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.
Štítky: Visual identity, Logo Design, Stationery, Playful Branding, Pets, Merchandise
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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
Trvanie projektu: The project started in March 2019 and finished in May 2019 in Denmark.
Pracovný postup: 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.
Zdroje obrázkov: 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.