This branding project was the result of a design case study where we identified a problem and created a design solution. Click the file icon on the right to view the full case study!
Happicampus is an uplifting, body positivity brand of accessories for students. They offer items such as apparel, stickers, water bottles, and more, all featuring a charming and diverse character line-up. Each character has a different body shape for inclusivity. Happicampus also uses smiley faces and self love mantras to spread a message of self love, community, and well-being.
PRIMARY LOGO
SECONDARY LOGO
Logo Typeface I used the typeface Comba. It is a bold, playful typeface. The nontraditional letterforms represent diversity and character individuality. This aligns with my brand by expressing positivity and the power of proudly being yourself for more inclusive yet expressive design. It is fun and approachable too!
Brand Colors I used yellow to represent the brand message of happiness as yellow brings joy, warmth and optimism. The baby pink brings compassion and the ideas of love and gentleness to the brand while the pale blue feels calm and can also represent clarity. The black grounds this color palette in contrast and structure bringing legibility and balance when paired with the lighter hues in the pallete.
Brand Character Design I sought out to design characters that will catch the user’s attention while simultaneously sending a positive message and making people smile. I chose to create them as characters I would see in cartoons that have a distinguishable identity and are anthropomorphic. With character design, the opportunity for body-image representation and is an on-going and ever-evolving creative process which gives the brand a vast amount of opportunity for expansion in the future.
Florence the Mushroom She is the outspoken leader of the group. She loves body positivity modeling, playing the guitar, song-writing, and telling jokes. Her college degree is in Communications with a concentration in Public Relations. Her body type is plus-size!
Florence challenges stereotypes around leadership and body size by being front and center with charisma and confidence. She models empowerment, public presence, and creative expression, making her a role model for visibility and self-acceptance.
Brenna the Banana She is the self-care advocate of the group. She loves playing video games, reading, writing in her journal, and spending time with her family. Her college degree is in Psychology with a concentration in Health Studies. Her body type is lean!
Brenna represents quiet strength and emotional intelligence, showing that wellness isn’t just about appearance and that it’s about mental health and mindfulness. She resonates with students who value introspection and balance.
Summer the Cactus She is the fitness enthusiast of the group. She loves cardio, weight-lifting, meditating, teaching fitness classes, and going out dancing with her friends. Her college degree is in Kinesiology with a concentration in Sport and Exercise Psychology. Her body type is muscular!
Summer redefines fitness representation by spotlighting strength over thinness. Her energetic persona is vibrant and empowering for those who find joy in movement and confidence through strength.
Delphi the Flower She is the free spirit of the group. She loves visiting farmer’s markets, experimenting with plant-based recipes, practicing Tai Chi, growing tea herbs in her garden and throwing tea parties. Her college degree is in Nutrition Science. Her body type is pear-shaped!
Delphi normalizes body variation with elegance and joy. Her grounded lifestyle and creative hobbies make her approachable, connecting with nature lovers and those exploring alternative wellness paths.
Why create a brand of accessories? Women on campus who use these accessories help spark a visible, empowering movement that normalizes diverse body types and fosters inclusivity. As more students join in, they form a supportive, body positive community, creating a domino effect of confidence, self compassion, and authentic representation. These accessories not only challenge unrealistic beauty standards but also promote mental well-being by encouraging students to care for themselves and embrace who they are.
Next Steps In the future I would love to expand the character design for even more inclusion and also create fun motion graphics for the brand. I could also create 3D models of the characters for potential animation and create a 2D comic series to explore the characters personality and friendship dynamic. This could increase the opportunities for content more in the digital space rather than just printing onto tangible merchandise.