A playful and uplifting brand identity for Happy Human Collective.
Founded by the brilliant Sarah Terry, Happy Human Collective is a safe, inclusive and fun space dedicated to children’s health and wellness. After turning to yoga as a grounding technique during the pandemic, Sarah couldn’t ignore the transformation she felt after introducing the practice into her life. She’d always worked with children (she was a dance teacher for over 16 years), and seeing the transformation within her students was the catalyst for Happy Human Collective. When Sarah and I first began working together, she was based in South Africa, planning to open a business in the UK when she returned mid-December. Building a new business is no small feat under any circumstances, but building a business in a different country is a whole different ball game. Sarah’s passion and dedication really did lead this project from start to finish, and Happy Human Collective launched in the UK in the first week of January!
From the beginning, we knew we wanted to create a playful and nurturing brand experience that resonated with both children and parents; something creative, friendly and imaginative, that felt safe and trustworthy. The final concept feels playful and fun-loving, but holds on to the idea of a high quality, holistic brand. Yes, this is a children’s brand, but it’s the parents that will fall in love with what Happy Human Collective has to offer. Through really intentional brand imagery, messaging and tone of voice, we crafted a brand that really speaks to those parents, inspires them, and creates real excitement.
We built out a logo suite that feels lighthearted and fun, and works brilliantly across all touchpoints. We settled on a serif typeface, which actually feels quite traditional, and added some small customisations that make it feel a little more chunky and cheerful. It works really well on it’s own, like in the primary logo, or with the coloured underlines, like in the secondary logo. In contrast, the main typeface used across headings and body text is a stocky sans-serif, and really suits the idea that this is, first and foremost, a brand for children. The brand icon has a rough, hand-drawn feel to it, and is a representation of the building blocks that Happy Human Collective works to give children through it’s classes — story-telling helps to equip children with the tools they need to respond to what’s happening in the world around them, and this fun icon is a visual manifestation of that.
Colour plays a huge part in how a brand feels, and the colour palette we moved forward with for Happy Human Collective is fun and positive, with a nice mixture of colours that will appeal to both boys and girls. It’s light and playful, but the tones work really well together and create a brand that feels fun, warm and welcoming.
If you have littles in the Lichfield area, do follow along with Sarah to see what she’s up to. You won’t find anyone else who is as dedicated and driven when it comes to children’s wellbeing as her, and I can’t wait to see what is in store for her. You can experience the Happy Human Collective brand and learn more about what Sarah does here.
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