Datebox was an at-home subscription box company offering unique, surprise dates to couples every month. They decided to rebrand as Happily, which continues to provide that and more. This opportunity allowed them to add premium dateboxes, eCourses, and other relationship resources. The brand aimed to maintain a fun and approachable look, while feeling a level more mature.
Two immediate differences between the Datebox and Happily brands are the colors and use of caps. The C-suite wanted to tone down the use of all caps, and I felt lowercase would come across as more friendly. They also wanted a neutral palette that could appeal to a variety of demographics, including a reach towards older couples.
After exploring script, serif, alternate sans serif, and iconographic options, this is the logo that was chosen. It's constructed of a sans serif font, modified for the “h” and “y” to be mirrored, and given a more pronounced curve to the “y” to imply a smile. The dot of the “i” is an organic shape of a heart as a nod towards the original logo. The heart can also be used as a stand-alone icon, as well as ily as the acronym for “I love you”.
Several rounds of palettes led to colors similar to these, and then further refined. Yellow is used to feel happy and friendly, while dark blue is grounding and reliable. The secondary colors bring a fun variety.
The font family Poppins was chosen for its simple geometric look, and therefore flexibility in design.
Happily products
The Datebox designs were refreshed to have a cleaner look. They are each themed dates with their own identity, and are meant to look believably from the same company rather than have the same identity design.
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