BRAND STUDY
WELCOME THANK YOU BEING A PART OF OUR COMPANY. WELCOME ABOARD. INTRODUCTION FROM OUR PRESIDENT: The purpose of this booklet is to inform readers all about us at Happy Hippy Socks. We want you to get to know us and who we are, what we do, and what we stand for. In this study, we cover and discuss our brand’s roots and our purpose as well as standards for our brand, such as logos and typography, and application of our brand.efore you begin.
HAPPY HIPPY BRAND STUDY Table of Contents
01. INTRODUCTION 7 1. What is Happy Hippy? 8 2. Our Purpose 10 3. Positioning Statement 12 4. Mission Statement 14 5. Our Message 16 6. Our Personality 18 7. Our Voice 20 8. Target Audience 22 9. Benefits/Qualities 26 10. Competitors 28 11. Personas 30 12. Mood Board 34 13. Logo Process 36
02. STANDARDS 42 1. Our Logo 44 2. Logo Variations 46 3. Restrictions 48 3. Color System 50 4. Typography 52
03. STATIONERY 56 1. Letterhead 58 2. Envelope 60 3. Business card 62
04. APPLICATION 64 1. Socks 66 2. Packaging 68 3. Apparel 70 4. Merchandise 74 5. Web and Mobile 80
1. INTRODUCTION
WHAT IS HAPPY HIPPY? Founded in 2020, Happy Hippy Socks is a brand striving to produce comfortable and stylish socks for those who wish to stand out. Our iconic tie dye socks are a lot like our customers: bright, fun, out of this world, and one of a kind meaning no two pairs are exactly the same. Made from organic cotton, our socks are comfortable for long, all day wear and are eco-friendly so you can show love the environment and your feet at the same time.
LOVEFOR YOURFEET
PURPOSE OF OUR BRAND WHY DO WE EXIST? Our brand‘s goal is to produce comfortable and stylish socks with designs and colors for those who wish to be unique. We want to provide a personal experience and provide flair and fun to an every day article of clothing. HOW ARE WE DIFFERENT? We strive to produce tie dyed socks with no two pairs being exactly the same. One of our biggest goals we pride ourselves on is the fact we always keep the health of the planet in mind. To be more eco-friendly, our socks are made sustainably and more ethically by being produced from organic cotton.
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WHAT PROBLEM DO WE SOLVE? We solve the issue of finding the perfect socks for sock and tie dye enthusiats alike. We provide our customers with fun colors and patterns that can reflect their personalities and clearly express their individuality. WHY SHOULD PEOPLE CARE? We provide our customers with a chance to express themselves and brighten up their outfits with our colorful options in socks.
POSITIONING STATEMENT
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For individuals with an optimistic and playful outlook on life, Happy Hippy Socks is the pathway to an original and one of a kind experience to express your inner hippie that delivers love to your feet and the planet with every pair made. Only Happy Hippy Socks is helping you live authentically true to yourself and creating smiles everywhere you go.
MISSION STATEMENT
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To spread smiles and embrace individuality one pair of socks at a time.
OUR MESSAGE
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Changing the way people wear socks. Inspiring people to live authentically and breaking boundaries with each sale.
OUR PERSONALITY Our brand personality is easily seen through what we do. Our socks represent everything we stand for and it‘s something we are proud of. We want to present ourselves in a way that is warm and open to our diverse and different audience. We describe ourselves as friendly/personable, high energy, modern, fun, and inclusive. We want to stand out as more than just a sock brand, but rather as something that allows people to unapologetically be themselves.
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OUR VOICE We want our voice to heard and transparent. We hand picked a few words to best summarize who we are and what we believe Happy Hippy to be.
JOYFUL
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PLAYFUL
CREATIVE
BRIGHT
L ORIGINAL YOUNG
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TARGET AUDIENCE Our target audience is 15-30-year-olds. We believe that the type of socks we create will be more likely to attract a younger audience since we will provide options with simple character designs, playful colors, and a have a more youthful feeling overall. We plan to make our socks fitting to any gender and include diverse marketing tactics that are gender neutral and inclusive to everyone regardless of gender, race, and identity.
TARGET AUDIENCE WHO? DEMOGRAPHICS Age: 15-30 year-olds Location: US Gender: Any Income level: Average per age Education level: High school, college, post-graduate Marital status: Single or married Occupation: Any Ethnic background: Any PSYCHOGRAPHICS Personality: Outgoing, kind, bubbly, Attitudes: Positive, cheerful, fun Interests/hobbies: Art, hiking, adventuring, watching movies Lifestyle: Healthy, adventurous, spontaneous
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TARGET AUDIENCE WHY? We target at a younger audience because we feel that they will be more likely to purchase from us than other age groups. Our brand personality is more spontaneous and youthful than anything. We believe that through how we present ourselves and who we are, younger audiences would feel more attracted.
WHY HAPPY HIPPY? At Happy Hippy, we want to provide the best experience we can for our customers. We want you to get creative and produce something you can love and wear proudly. Benefits to our company include: Custom socks to fit your own style Option of creating embroidered socks Making your own tie dye patterns and color combinations
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QUALITIES There are many different factors about our brand we pride ourselves on. Some qualities of Happy Hippy include: ORGANIC AND ETHICALLY GROWN COTTON Our socks are made from 100% organic cotton. Organic cotton is ethically and safely harvested and processed making it more environmentally friendly. PROVIDING A VARIETY OF SIZES AND STYLES We want to accomidate to everyone regardless of age, gender, and personal style. Giving many options for sizes and sock design lets someone truly express themselves how they wish. COMFORTABLE AND DURABLE SOCKS One of our priorities is ensuring comfort and durability for all day wear and longer life to the socks themselves.
COMPETITORS
Bombas Bombas is devoted to helping others. They are dedicated to donating a pair of socks to someone faced with homelessness for every pair bought. They believe everyone deserves to have clean clothes and they want to be the providers of them to anyone who can‘t aquire them.
VOICE: Happy, caring, helpful MESSAGE: They make it known happiness is important to them. They refer to their socks as „the greatest sock never sold“ because of their promise to give a pair for every pair purchased. QUALITY: Their socks have undergone testing and work to be the best they can be and they continue to improve them when and if possible. The goal at Bombas is to create long-lasting durable socks that have comfort and support through anything people do in life.
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Happy Socks Happy Socks has made it their goal to provide colorful graphic socks to everyone who wishes to stand out. Since their foundation in 2008, they have collaborated with other brands and musicians to create decorative socks that accommodate to all.
VOICE: Joyous, eclectic, colorful MESSAGE: Happy Socks aim to transform plain and boring socks into a piece of art that is just as fun and outgoing as those who wear them. They vocalize happiness and fun through their identity. QUALITY: Their socks are designed to be just as comfortable as they are outgoing and crazy. They want to provide fun and off the wall sock designs that are equally durable and high quality comfort for all day wear.
PERSONA 1 In our first persona, James is a 26-year-old man with a career in advertising design. He tends to wear crew socks to work with fun designs like movie characters, patterns, foods, and more. Socks are his outlet to expressing himself in the work environment.
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PERSONA 2 In the second persona, there is Lizzie, a high school student who loves to experiment with finding her style and what makes her feel the most like herself. To Lizzie, this usually means bright neon colors and different patterns.
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MOOD BOARD
Mood boards can be a great way to convey your design idea, win pitches and get an early sign-off. Follow our expert advice on how to create them.
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Mood Board & Inspiration
Be inspired. Be glad. Be original. Be yourself.
OUR MOOD...
LOGO PROCESS Sketches
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LOGO PROCESS Digital Sketches
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LOGO PROCESS Color Testing
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2. STANDARDS
OUR COMPANY LOGO Our logo is the key building block of our identity, the primary visual element that identifies us.
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Logo
Sock Icon
LOGO VARIATIONS Use when the background color matches the logo colors.
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Other background colors
RESTRICTIONS PLEASE READ CAREFULLY THE LOGO DOS AND DON’TS 1. Do not swap the colors in the logo. 2. Do not erase the socks and replace with “P”. 3. Do not skew the logo. 4. Do not alter the logo type style. 5. Do not change the size relationship between the letters and socks. 6. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way.
EXAMPLES OF LOGO DON‘TS:
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CLEARSPACE
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Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
OUR COLOR SYSTEM Color plays an important role
Consistent use of these colors will
in the Happy Hippy corporate
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identity program. The colors
harmonious look of the Happy
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PRIMARY COLOR
PRIMARY COLOR
PINK
PURPLE
PRIMARY COLOR 1: PINK
PRIMARY COLOR 2: PURPLE
COLOR CODES
COLOR CODES
CMYK : RGB : Hex :
CMYK : RGB : Hex :
C008 M099 Y026 K001 R217 G003 B105 #D90369
C036 M100 Y021 K013 R158 G008 B099 #9E0863
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Secondary Color System Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for the Happy Hippy company. Secondary colors should be used to support our to main colors and not in place of them.
CMYK RGB Hex
: : :
C054 M009 Y025 K080 R126 G189 B195 #7EBDC3
CMYK RGB Hex
: : :
C031 M003 Y036 K080 R191 G217 B182 #BFD9B6
CMYK RGB Hex
: : :
C020 M000 Y000 K080 R000 G000 B000 #000000
CMYK RGB Hex
: : :
C004 M037 Y017 K000 R239 G182 B189 #EFB6BD
Color Usage
CMYK RGB Hex
: : :
C002 M007 Y006 K000 R250 G241 B238 #FAF1EE
Use them to accent and support the primary color palette.
CORPORATE TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Arganos communications. We have selected Montserrat and Cabin, which helps inject energy and enthusiasm into the entire Happy Hippy communications, as the primary and secondary corporate typefaces.
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Corporate Font 01 Montserrat
Primary Font :
Designer :
Montserrat
Julieta Ulanovsky
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CORPORATE TYPOGRAPHY Corporate Font 02 Cabin
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Primary Font :
Designer:
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Rodrigo Fuenzalida
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Text Hierarchy
Copy Text
Typographic hierarchy is another form of visual hierarchy, a subhierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Happy Hippy’s layouts.
Happy Hippy Montserrat Regular 12 pt Type / 12 pt Leading
Headlines Copytext
HAPPY HIPPY Montserrat Bold - Capital Letters 12 pt Type / 12 pt Leading
Sublines Sections
Big Headlines and Title
HAPPY HIPPY Montserrat Bold - Capital Letters 20 pt Type / 20 pt Leading
HAPPY HIPPY Montserrat Bold - Capital Letters 30 pt Type / 30 pt Leading
3. STATIONERY
The Company Letterhead This shows the approved layouts with the primary elements of the Happy Hippy stationery system for the front- and backside of the letterheads.
USAGE The letterheads will be used for all official contact and communication of Happy Hippy company. Insert the message of Happy Hippy into the letterhead and send your documents throughout the world.
Stationer
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ry Front Stationery Back
11 IN
8.5 IN
The Company Business Cards This shows the approved layouts with the primary elements of the Happy Hippy stationery system for business cards.
USAGE The business cards will be used for all official contact and communication of Happy Hippy company. Place your data into the Happy Hippy business cards and feel free to give them to your customers and partners.
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Business Card Front
2 IN
3 IN
Business Card Back
The Company Envelope This shows the approved layouts with the primary elements of the
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4 IN
Happy Hippy stationery system for the front and backside of the corporate envelopes.
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USAGE The envelope will be used for all official contact and communication of Happy Hippy. Insert the Happy Hippy letterhead and send your documents throughout the world.
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nvelope Frontside
nvelope Backside
9 IN
4. APPLICATIONS
SOCKS We offer a number of customizable patterns including striped, spiral, and random dyes that are pictured below.
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PACKAGING Pictured is packaging for a three pack of custom socks. Box colors can vary from order to order, but the graphics will always remain the same.
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APPAREL Two t-shirt designs featuring our logo and sock icon, available in multiple color options.
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APPAREL Happy Hippy face mask
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Logo sweatshirt
MERCHANDISE PopSockets
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24 oz. Tumbler
MERCHANDISE Marbled Happy Hippy mugs
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MERCHANDISE 2021 POSITIVITY CALENDAR A simple and fun calendar featuring an uplifting quote and Happy Hippy graphic for every month
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WEB AND MOBILE The image below shows the opening screen to our mobile app.
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Instagram post
www.happyhippysocks.com