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Forging a path to living well
on your own terms
Forging
a
path
to
living
well
on
your
own
terms
Brand Strategy
Brand Design
Happy Fuel is a personal and
professional coaching service with the
purpose to empower individuals to find
their own path to happiness. They aim to
bring back joy and purpose in people’s
lives by helping them discover what
works for them, and by focusing on the
real and vulnerable facets that make
every individual unique.
We collaborated with Happy Fuel to
create a brand strategy and identity that
embodies their approach to coaching
within personal growth and discovery
based on experimentation.
A shifting industry
In order to accurately understand Happy
Fuel and successfully position them as an
innovative and unconventional brand in
this space, we dove deep into their
industry landscape by conducting
research into their direct and aspirational
competitors, the culture of coaching and
wellness, and target audience sentiments.
After extensive research, plentiful insights
emerged. The wellness and coaching
industry was getting a make-over,
primarily driven by individuals’ coping
mechanisms, such as joy-seeking
maximalism, as a reaction to the
anxiety-ridden times we live in (rising cost
of living, climate crisis, COVID-19, and the
list goes on). Wellness is taking on a shift
from the culture of perfection to the
culture of realism, in which the messy but
real has entered into the spotlight.
Living well on your own terms
This shift in culture and consumer
sentiment was the perfect backdrop for
Happy Fuel, which was already honing a
personalised, hands-on approach
embedded in sharing vulnerabilities, using
creativity to self-reflect, and redefining the
notion of happiness. Based on this insight,
thorough research and creative
conceptualisation, the brand story we
landed on for Happy Fuel is called ‘A Lab
for the Curious’, which is an experimental
playground for self-discovery and
empowering people to find their own path
to happiness.
There’s
no
right
or
wrong,
no
good
or
bad,
no
perfect
or
flawed.
It’s
about
forging
a
path
to
living
well
on
your
own
terms.
Bring your true self
In the translation from strategy to brand
identity, every design element was
carefully crafted to align with the concept.
The logo type was designed on the idea
that people are multifaceted and Happy
Fuel welcomes the real, raw emotions and
vulnerability that people bring to the table.
Each letter represents an emotion such as
confused, heavy, clumsy, and
interchanges at a pace in order to capture
the diversity and transformation process.
The colour palette was inspired by
outcomes people would potentially strive
for: energy, clarity, compassion, drive. Last
but not least, the pairing of surreal art with
handwritten scribbles capturing
contemporary sentiments brought in
humour, playfulness and self-reflection
into the brand.
Looking ahead
This new brand identity will lead Happy
Fuel to pave the way towards working with
their dream clients and guiding them
towards a fuller, more purposeful life in
which they can rewrite happiness on their
own terms.
Happy
Fuel
rebels
against
restraint
and
perfection,
and
celebrate
realness,
failure,
and
acceptance.
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