Brand Exploration
Exploring multiple visual directions to shape the Happy Marmots brand identity.
Visual Identity
Character Design
Creating the marmot characters and illustration style behind the brand.
Intro
We collaborated with Happy Marmots to develop the visual identity for a playful adventure brand built around storytelling, exploration, and shared experiences. The goal of the brand is simple: encourage people to step outside and enjoy small adventures and quality time with family and friends.
PROJECT OVERVIEW
Challenges & Needs
Happy Marmots began in early 2024 as a digital-first project built around a collection of marmot characters. The initial challenge was to create a strong visual identity that could introduce the brand and support its early launch. As the project expanded, the identity needed to remain flexible enough to evolve alongside new ideas, experiences, and products.
We developed a playful brand identity centered around adventure, storytelling, and shared moments outdoors. As the brand evolved, we refined the visual direction to support new concepts while keeping the spirit of the brand consistent.
Duration & Process
Our collaboration with Happy Marmots began in early 2024 and continued through several phases of development. We designed the initial brand identity, the NFT landing and mint pages, and later worked on new website iterations as the concept expanded. During this time, we also supported the creation of products such as puzzles, comics, and a pixel-art game; projects developed across different stages of the brand’s evolution.
COLLABORATION
Happy Marmots Team
This project was developed in close collaboration with the Happy Marmots team, who helped shape the concept and provided continuous feedback and insights throughout the process.
/ VISUAL IDENTITY
The visual identity for Happy Marmots began in early 2024, inspired by the original Happy Marmots NFT collection. From the start, the brand revolved around adventure, exploration, and encouraging people to step outside.
Based on the original marmot characters, we developed a colourful and playful visual identity designed to support storytelling and the growing Happy Marmots world. As the project evolved, we created new characters and illustrations, refining the visual language of Happy Marmots.
Over time, the concept expanded beyond adventure alone, placing a stronger emphasis on something simple but meaningful: spending quality time outdoors with family and friends.
/ MATERIALS
The visual identity was developed as a flexible system that could support both digital and physical applications. It brings together the logo, typography, colour palette, and illustration style into a cohesive and recognisable world, centered around a cast of characters designed to connect across generations.
/ THE CHARACTERS
The marmot characters sit at the heart of the Happy Marmots identity, each representing a different generation, from Gen X, Y and Z. This approach makes the brand relatable across ages, encouraging shared experiences and moments between family and friends.
As the project evolved, the characters were refined to create a more cohesive and expressive visual language.
DONNA
GARY
ZAYN
/ CONCLUSION
Happy Marmots is still evolving, and that’s what makes it special. Every step, from sketching characters to figuring out how they move through their world, reveals new possibilities and unexpected challenges. Seeing ideas take shape and come together has been part of the fun. Designing a project that never feels static and always has room to surprise, it's a rewarding experience.