Happea is a coffee space in Hanoi. A place where customers come to enjoy coffee, read books, listen to music, relax in light and peaceful art space. Happea brings a closeness to the customer experience with simplicity and understanding.
Although it is a coffee space, Happea’s orientation is different because it doesn’t focus on coffee but instead, they focus on the experience in the atmosphere, emotions, meaning of messages, and spiritual values that they always try to convey to customers. Happea was born from understanding and caring about the mental difficulties that people face in daily life. Happea always tries to help customers have a place where they feel better whenever they have a mental problem.
With Happea, I chose to use a logotype with Alegreya sans typeface. This typeface is not too stiff, natural, and it has a friendly feel. Because of its simplicity and ease of use, this typeface is suitable to use for logotype, headlines, and contents from small to large size
The main concept is the window of the soul. To highlight it, I created some simple illustrations from the familiar items with the customer at Happea include trees, coffee cups, books, music records, lamps, and picture frames. Then I combined those illustrations with two gradient colors representing two skies at sunrise and sunset. These are two times we feel the most peaceful in the day.
The meaning that Happea wants to convey through this concept is when customers are here, these items are like soul mates, listening to them, walking with them in their mind and they’re like small windows connect with the customer’s soul, bringing them to the colors of peace and enjoying that meaning time with them.
Next, I combined those illustrations by arranging them in different positions on the publications to depict familiar views inside Happea’s space with colors corresponding to two times day and night.
- Agency/Creative: Le Tran Tien Anh
- Article Title: Le Tran Tien Anh Creates Happea Coffee Brand Identity
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Hanoi
- Market Region: Asia
- Project Deliverables: 2D Design, Art, Art Direction, Brand Design, Brand Experience, Brand Identity, Branding, Design, Graphic Design, Identity System, Illustration, Logo Design
- Industry: Food/Beverage
- Keywords: Happea, Coffee, Illustration, Graphic Design, Logo, Logo Concept, Branding, Brand Identity, Sky, Gradient, Art
Designer: Le Tran Tien Anh