Happetsy 品牌形象识别 by Anamarija Leljak is a highly esteemed winner of the very prestigious 2021 A' Design Award 银奖 in 平面、插画与视觉传达设计 Competition Category.

银平面· 2021

Happetsy 品牌形象识别

by Anamarija Leljak

Client: Happetsy

A' Design Award 银奖 Winner in 平面 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 品牌形象识别

Happetsy是为一家宠物用品公司打造的品牌形象识别系统。设计将复古怀旧风格与现代极简主义相融合。复古气质通过色彩搭配、手写字体以及波点图案得以呈现;而简洁的版式、充裕的留白与无衬线字体则增添了清新的现代感。标志将猫与狗的插画与矩形相结合,矩形这一形状象征着稳定与忠诚。所有图形均以矢量方式绘制,并提供RGB、CMYK及潘通色彩版本,确保在各类媒介上呈现一致的视觉效果。

The Recognition

About the A' Design Award 银奖

Happetsy 品牌形象识别是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Happetsy 品牌形象识别将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Happetsy 品牌形象识别是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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.