Happetsy Primary Function: Aqoonsiga Astaanta by Anamarija Leljak

Happetsy Primary Function: Aqoonsiga Astaanta by Anamarija Leljak is a highly esteemed winner of the very prestigious 2021 Abaalmarinta Lacagta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

LacagGaraafig· 2021

Happetsy Primary Function: Aqoonsiga Astaanta

by Anamarija Leljak

Client: Happetsy

Abaalmarinta Lacagta ah ee A' Design Award Winner in Garaafig Category

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Colors

The Design

About Happetsy Primary Function: Aqoonsiga Astaanta

Happetsy waa aqoonsi astaan loo abuuray shirkad wax soo saarta alaabta xayawaanka rabaayadda. Naqshadeynta waxay isku dartaa qaab hore oo retro ah iyo fudeydka casriga ah. Dabeecadda retro waxaa lagu muujiyaa midabbada, farta gacanta lagu qoray, iyo qaababka dhibcaha wareegsan (polka dot). Qaabaynta nadiifka ah, meelaha bannaan, iyo farta sans serif ah waxay ku daraan taabasho casri ah oo cusub. Astaanta waxay isku darsantaa sawir bisad iyo ey ah iyo laydi afar-geesood ah, oo ah qaab la xidhiidha xasilloonida iyo daacadnimada. Dhammaan garaafyada waxaa loo sawiray sida vector, waxaana lagu keenay midabbada RGB, CMYK, iyo Pantone si ay u ekaadaan mid isku mid ah dhammaan warbaahinta.

The Recognition

About the Abaalmarinta Lacagta ah ee A' Design Award

Happetsy Primary Function: Aqoonsiga Astaanta waa guuleystaha Abaalmarinta Lacagta ah ee A' Design Award, aqoonsi sharaf aad u sarreeya oo la siiyo naqshado heerka ugu sarreeya oo quruxsan oo soo jiidasho leh. Guuleystayaasha Lacagta waa shaqooyin aad u dhalaalaya iyo hal-abuur sare leh oo muujiya khibrad, hibo iyo hufnaan naqshadeeyayaashooda. Happetsy Primary Function: Aqoonsiga Astaanta waa shaqo la filayo inay noqoto shaqo quruxsan oo tusaale ah, xirfad cad leh oo hal-abuur qoto dheer leh. Naqshadahan ku guuleystay Abaalmarinta Lacagta ah ee A' Design Award waa hal-abuur aad loo dareemo oo la ammaano, waxtar leh oo hormariya xuduudaha farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada. Happetsy Primary Function: Aqoonsiga Astaanta waa hal-abuur dad badan ay doonayaan, kicisa rabitaanno, keena dareenno wanaagsan oo abuura yaab.

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.