HAPPY COW rebrand
I went vegan in 2016 and since then, I've discovered dozens of new restaurants I love through the app HappyCow. HappyCow is a favorite in the veggie-loving community because it locates, highlights and promotes plant-forward businesses. Users can search restaurants through the app to find the best veg options in any city! Since this is one of my favorite apps, I've wanted to see their logo and branding re-imagined for a while. The current logo feels inadequate for the current plant-based community and is in need of an update.
As a HappyCow user, I think the brand should feel youthful (but not too much,) fresh and energetic. I kept the purple as a primary brand color but updated it to a darker Eggplant Purple and added a bright Pitaya Pink to make it stand out. These colors have more vibrance and are reminiscent of fresh foods and ingredients. The font used is more modern and the upwards curve in the type is a nod to the word "happy." The cow is a much more simplified version of the original cow cartoon, and there's a small heart on the cow's face to symbolize the love for animals that's so important in the veg community. The following visuals include my take on their logo and a bit of brand identity exploration.
Art director / Designer: Jimena Lopez
(See individual photos for photography Credits)
(See individual photos for photography Credits)
(original HappyCow logo)
MERCH
Merch is playful and fun, different elements from the logo are taken and applied in new ways to create patterns. The word "HAPPY" on the stickers is transparent, to let colorful backgrounds feel more personalized for the user.
Photo by Yellow Cactus via Unsplash
Photo by The Graphic Space via Unsplash
Photo by Quokka Bottles via Unsplash
DIGITAL
The round lock-up is used to give restaurants and recipes the HappyCow seal of approval. Photography is bright, natural, and appealing. Fresh dishes and ingredients are highlighted often. The word HAPPY is transparent and lets colorful ingredients and background colors shine through.
Photo by Alexandra Andersson via Unsplash
Photo by Like Meat via Unsplash
