Happy Hours
Texas, USA
Jo Cutri Studio developed the branding and packaging for Happy Hours, a bold, feel-good gummy range made with functional mushrooms and adaptogens to support daily energy, mood and sleep. Created for a wellness-aware audience. The brand offers a refreshing take on supplements and one that’s as beautiful and expressive as it is functional. The result is a system that feels lifestyle-driven, sensory with just the right amount of surreal.
Leaning into the brand name Happy Hours, the visual identity explores a dreamy, gradient-rich world that hints at altered states of mind — soft, fluid and mood-shifting. Each product is tied to a distinct moment in the daily rhythm: Rise kicks off the morning with clarity and focus, Bliss brings calm and creativity to the afternoon, and Snooze winds things down for restful, restorative sleep. These phases are defined through expressive colour palettes, a clean typographic structure and subtly surreal design cues, creating strong emotional recognition across the range while reinforcing product function and purpose.
A modular packaging system supports future growth, making it easy to introduce new flavours, formats or limited releases without losing brand consistency. With bold shelf presence, a cheeky, confident tone and a visually fresh identity, Happy Hours redefines what wellness looks like — modern, effective and proudly at home on your bedside table, kitchen counter or bathroom shelf.
Renders by Valeriya Green.
CREDIT
- Agency/Creative: Jo Cutri Studio
- Article Title: A Bold, Dreamy Brand and Packaging System for Happy Hours, a Functional Gummy Range Designed for Energy, Mood and Sleep
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Perth
- Market Region: North America, Global
- Project Deliverables: Art Direction, Brand Design, Brand Identity, Brand Strategy, Branding, Graphic Design, Packaging Design, Packaging Guidelines
- Format: Box, Tube
- Industry: Pharmaceutical
- Keywords: mushroom, gummies, packaging, branding, tube design
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Credits:
Art Direction & Design: Jo Cutri
