HappyEgg BrandGuide 2018 v1.7 (1) - Page 33



H E BRAND GUIDE | 2019
BRAND GUIDELINES
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PRIMARY LOGO
BRAND
GUIDELINES
When the “Happy Egg” brand launched in the UK in
2009, no one had ever tried to brand eggs before. Out of
nowhere, a cheeky company from London started talking
about Happy Eggs and the rest is history (on that side
of the pond anyway). Here in the US, we’ve adopted the
name but made some changes to the identity to better fit
the current cultural moment with consumers.
First, we’ve made it more serious in type treatment
because of the seriousness of the issues to our audience.
We’ve weathered the font and added an “established in
1949” tag, which lends a sense of gravitas, stature and
history to our brand.
We’ve put it in black, which gives us a touch of elegance and
sophistication and makes it pop against the white background
of the packaging. We’ve also added a heart icon to the brand,
which takes the idea of happy and makes it about love instead
of about humor. Again, we don’t have humor about our issues.
But making the brand about love? Perfect.
Happy Egg is memorable, likeable, and warm—and all-business
when it comes to our business.
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