Happy Hempies was a holistic brand. We wanted it to feel approachable and friendly while conveying the CBD benefits. As this was an early product in the CBD dog space, we wanted to make sure the brand was informative, but not in the face of customers that had not bought into the CBD trend. For the logo, we used a simple drawing of a friendly dog in play stance, with a tail wagging to become the leaf.
The Happy Hempies brand persona leaned into holistic, informative, and approachable. We used a simple and muted color palette which spoke to the three different functional products, natural textures, simple iconography, and we strived to make friendly and relatable partnerships.
The Happy Hempies website needed to be information based for any customer or distributor looking to learn more about what how the product was safe and helpful for a dog’s physical and mental health. We kept the page simple and engaging.
The Happy Hempies packaging leaned on the color-coded palette to convey the differences in benefits for each product. Unlike the other brands of TDBBS, these packs did not need a product window as they were only to be sold online to start, and each product looked the same.
The Happy Hempies social presence was to grow to be more informative, however as we navigated restrictions surrounding CBD language on different channels, we kept the social mainly to dogs sporting the brand in natural outdoor settings. We also partnered with Ashley Tisdale and her dog Maui who had anxiety issues for promotion on social media.
One of Happy Hempies first public appearances was a teaser at SuperZoo in Las Vegas at the Barkworthies booth. We created a slots style video using the three product colors as the spinning reels to go over the functional benefits in the screen above the product display.
A part of the launch efforts consisted of brand videos to be used on social media. Each video shows a dog either reacting positively to outside stimuli, living her dream, or being mobile and active during a beautiful day, addressing the functions of the three Happy Hempies products. For full versions of the videos, visit Happy Hempies' instagram.
We also co-hosted a local launch party with Strangeways Brewing’s new hemp infused beer which was the first in the state. At the launch party, we had free samples, a SWAG wheel, dog caricatures, photobooths, and beer for dog owners.
