Happy Fuel rebels against restraint and perfection, and celebrate realness, failure, and acceptance.
Happy Fuel is a personal and professional coaching service with the purpose to empower individuals to find their own path to happiness. We collaborated with them to create a brand strategy and identity that embodies their approach to coaching within personal growth and discovery based on experimentation.
An industry on the brink of change
In order to accurately understand Happy Fuel and successfully position them as an innovative and unconventional brand in this space, we dove deep into their industry landscape by conducting research into their direct and aspirational competitors, the culture of coaching and wellness, and target audience sentiments.
After extensive research, plentiful of insights emerged. The wellness and coaching industry was getting a make-over, primarily driven by individuals’ coping mechanisms, such as joy-seeking maximalism, as a reaction to the anxiety-ridden times we live in (rising cost of living, climate crisis, COVID-19, the list goes on). Wellness is taking on a shift from culture of perfection to culture of realism, in which the messy but real has entered into the spotlight.
A Lab for The Curious, an experimental playground for self-discovery
This shift in culture and consumer sentiment was the perfect backdrop for Happy Fuel, which was already honing a personalised, hands-on approach embedded in sharing vulnerabilities, using creativity to self-reflect, and redefining the notion of happiness. Based on this insight, thorough research and creative conceptualisation, the brand story we landed on for Happy Fuel is called ‘A Lab for the Curious’, which is an experimental playground for self-discovery and empowering people to find their own path to happiness.
HF’s real and creative approach to coaching
Playful & creative experimentation
Through experimentation, we explore new ways to change behaviour, get inspired, and learn more about ourselves and the people around us.
Learning by doing
We create an environment where it's okay and necessary to make mistakes and learn from them. It's a place where we see adversity and failure in a positive light.
Nothing but open and human
By being real and very much open, we create a comfortable atmosphere where you can be yourself, spill the tea on your life, and feel heard and understood.
Made specifically for you
We don't believe in the idea that everyone fits into same mold. We understand that every individual is completely different and requires a personalised approach.
The real and raw, embedded in the brand
In the translation from strategy to brand identity, every design element was carefully crafted to align with the concept. The logo type was designed on the idea that people are multifaceted and Happy Fuel welcomes the real, raw emotions and vulnerability that people bring to the table. Each letter represents an emotion such as confused, heavy, clumsy, and interchanges at a pace in order to capture the diversity and transformation process. The colour palette was inspired by outcomes people would potentially strive for: energy, clarity, compassion, drive. Last but not least, the pairing of surreal art with handwritten scribbles capturing contemporary sentiments brought in humour, playfulness and self-reflection into the brand.
Solid change starts here
Contact us and let's get started.
