Crafting happycow new brand identity

Brand Designer and Art Director

HappyCow

2021

01

overview

HappyCow is a community-based platform that helps global vegan and vegetarian communities to find vegan-friendly restaurants and food options in their vicinity. Today, HappyCow connects like-minded individuals with one another to foster and cultivate compassion, togetherness, and to enact positive change worldwide.

02

the problem & objectives

HappyCow has been loved by vegans globally for 22 years, but now the landscape is changing and veganism is becoming more mainstream than ever, their logo was not holding up in time. While many have found the existing logo “cute”, recent survey results have suggested an opportunity to enhance the branding.

The client's existing logo and visual identity did not effectively communicate their mission and values. They wanted a rebrand that would appeal to their existing users while also resonating with potential users who were curious about veganism.

refresh the brand
and improve digital presence

Develop a new logo and visual identity that reflects the modern, compassionate, and inclusive nature of the vegan community.

evolve the brand
and MAINTAIN brand recognition

Ensure that existing users can still identify with the rebranded identity by keeping the purple, and “HappyCow” as one word.

attract a wider audience and resonate with new generations

Create a brand that appeals to both long-time vegans and vegetarians and those considering these lifestyle.

HAPPYCOW OLD LOGO

03

brand strategy

My main goal of this new brand identity was to provide a consistent structure to the design language. Based on the research insights HappyCow provided, I developed a brand strategy centered around their core attributes.

Vibrant, modern, and Inclusive

The new brand identity would showcase the vibrancy and diversity of vegan cuisine while ensuring inclusivity for all users, regardless of their dietary choices.

Educational and Empowering

The messaging and content would focus on educating users about the benefits of veganism, sustainability, and ethical choices.

Community and Connection

Prioritize building a sense of community among its users through interactive features, user-generated content, and social media integration.

Moodboard images for the new Happycow identity

04

new brand identity

I created a visual system that fits Happycow core values; To keep the system from feeling disjointed, I introduced a framework of core components, so that the elements existing inside of it can be as free and expressive.

05

color palette

I proposed to open up the color palette to more than just purple with vibrant fresh colors bringing joy, good vibes, togetherness, and freshness to the brand. The secondary colors allow the brand to be more expressive, flexible, and dynamic.

Lavender
#8166E0

Sunflower
#FFC123

Aqua
#B4FEE7

Grapefruit
#FF7077

Tofu
#FFF9F1

Eggplant
#603F8B

06

type and visual identity explorations

Futura bold typeface

Fat fond typography

"Don't eat the homies" "Eat your veggies"

Woman with a white sweater that says vegan af

poster that says "Eat Fruit not friends" next to a half orange

poster that says "eat beans not beings" next to a baby chicken

07

results

HappyCow decided to keep their current logo and brand strategy for now.

I think the rebrand proposal was not only going to bring a fresh look but also help HappyCow to connect with a broader audience by emphasizing values of compassion and inclusivity.

I hope this case study demonstrates the effectiveness of a well-planned and thoughtful rebranding effort in aligning a brand with its mission and values.