BI & Packaging
for Happytail
Role
Visual Research
Brand Identity Design
Packaging Design
Happytail is a natural pet treat brand that uses tendon from Mongolian horse meat as its main ingredient.
In this rebranding project, I was responsible for redesigning the logo and packaging. The previous character and decorative elements were stripped back to create a cleaner, more modern look. A simple colour palette of orange, green, and white was introduced to highlight the brand’s natural identity and the freshness of its ingredients.
The new logo adopts a badge-style format often found in international fresh food packaging, giving the brand a slightly exotic feel while reinforcing the idea of natural sourcing. On the packaging, a clear window was used to showcase the product directly—visually communicating freshness and building consumer trust at a glance.
Before the rebrand, the original logo presented several key issues. First, the overall visual balance felt uneven, particularly due to the overly distorted shapes of the letters ‘H’ and ‘y’. The paw print incorporated into the letter ‘i’ lacked clear significance and failed to make a meaningful visual impact. Additionally, the use of subdued colours made the design feel passive and failed to convey the energy or freshness associated with a natural pet food brand.The redesigned logo focused on restoring visual balance through adjusted symmetry and more proportionate letterforms, particularly in the ‘H’ and ‘y’. Unnecessary graphic elements were removed to simplify the overall look, and the colour palette was refined to reflect both the brand’s identity as a pet product and its association with food—conveying freshness, trust, and warmth.