Happy Days

Sustainable Fashion Rental - Dublin, Ireland

  • The Issues:

    • Rachel was starting a new business from scratch

    • She needed to build an established brand identity from the beginning

    • Desired a strategic design to instantly attract her target audience when she launched

    • There was a strong presence of new competitors in the market

    • We needed to differentiate her brand from the competition

  • What we worked on:

    • In-depth customer research and analysis to understand her target audience

    • Brand strategy development, including the establishment of brand values, personality, tone of voice, and other essential elements

    • Brand visuals development, including the creation of a family of logos to represent the business

    • Shop premises design, including the selection of complementary paint colors and signage

    • Business vision development, including marketing ideas and exploration of future business development opportunities.

  • Results:

    • A clear direction for the brand was established, providing a solid path forward for the business.

    • A strong brand identity was developed that effectively attracts Rachel's target audience, helping to establish a loyal customer base.

    • The brand was designed to translate easily to all aspects of the business, providing a consistent look and feel across all channels.

    • The brand was created with a bright, fun, and optimistic vibe, aligning with Rachel's business goals and values.

 

  • The Brief

    Happy Days is a fashion rental company based in Dublin that are environmentally conscious providing short term rent of slow fashion clothing for occasions. They are inclusive and sustainable providing a new circular way of accessing fashionable items. Happy Days wants to provide women of all size, age and backgrounds access to beautiful & complimentary clothing without the heavy price tag as well as helping the environment. This is the beginning of a change in fast fashion.

    As a new business on the market, the goal is to build a strong reputation & trust with customers holding a space for inclusivity & transparency. Happy Days want to change the perception of renting through educating women about the fashion industry & how to do better as consumers. They also want to build a community that continuously rents for multiple events throughout the year. They planned to open their doors in the end of 2021 with both an online & physical space.

  • Behind the Brand

    Dress a woman for success & she will feel successful!

    The Happy Days brand was inspired by the transformation a woman goes through when she wears something that makes her feel confident & love herself. Wanting to convey this feeling of change, simple gradients were used along with bright colours to reflect the emotions you feel on your Happy Days.

    This change of state not only reflects the customers but also wanting to touch on the major shift in the fashion industry that Happy Days is apart of. Noting to helping the environment & staying clean, this is reflected in a minimal layout with a sense of openness & space.

    The typography was chosen carefully presenting a fun, friendly & optimistic personality showing that the future of fashion is bright. Promoting their physical & online space, all aspects of this brand will guarantee that every interaction with them will be a happy one!

“I’m obsessed with our new signage & Olwyn was so helpful helping us with paint colours & last minute details up the our launch!”

I am so happy with the branding for Happy Days! It is perfect!

— Rachel Hennessy, Happy Days Fashion Rental