The Focus
Reliance Retail approached us to reimagine their home essentials brand Happy Living, which spans bed-tops, bath linens, kitchen linens, and other home essentials.
The brand needed a fresh identity that would resonate with the modern Indian consumer who is house proud but may not know how to enhance the quality of life through improved home decor.
We were tasked with creating a comprehensive brand architecture, refreshing the visual identity, and developing a cohesive packaging system that would be easy and delightful for shoppers to navigate through.
The Design
We crafted a minimalist logo that subtly integrates a 'smile' into the typography, creating a perfect balance between opulence and accessibility.
The team developed a strategic colour system using warm tones anchored by deep purple, establishing fresh category codes to upgrade brand perception.
Our packaging hierarchy is specifically geared to educate the shoppers of home furnishing towards personalised choices. A quick glance enables informed purchase decisions that will benefit their lifestyles for the better – be it improving their sleep quality or organizing their dining experience.
The Story
When Reliance Retail approached us to revamp Happy Living, they weren't just looking for a visual refresh – they wanted to redefine how Indian consumers interact with home essentials. The brand needed to strike a delicate balance: aspirational yet accessible, premium yet approachable.
Understanding Modern Indian Consumers
Our research revealed two key consumer segments: the "Progressive-Traditional" customer and the "Modern-Rooted" consumer. Progressive Traditionals seek trendy interpretations of Indian culture while maintaining traditional values. Modern-Rooted consumers take a more unconventional approach, focusing on individual expressions of cultural values through a contemporary lens.
This insight became our guiding principle: create a brand that honours both tradition and modernity while making lifestyle upgrades accessible and effortless.
Simplifying Modern Living
In today's fast-paced world, even small decisions about home essentials can feel overwhelming. We recognized that Happy Living needed to do more than just sell products – it needed to simplify and demystify modern living.
The new brand identity began with a clean, modernized logo where the 'smile' element is seamlessly integrated into the typography. This subtle touch communicates joy without overstatement, reflecting the brand's role in creating small moments of delight in everyday life.
A System of Clarity
The packaging system was designed with one clear goal: to help consumers make confident decisions quickly. Based on our insights about what shoppers look for, we established a clear hierarchy of information:
An unobtrusive brand unit that doesn't overshadow the product
Boldly highlighted product names
Clear size specifications
Collection information
Product features in easy-to-understand icons
Aspirational lifestyle imagery
Colours that Connect
The colour palette combines warm, inviting tones with deep purple to convey premium value while remaining approachable. Different categories are distinguished through specific vibrant colours, with metallic substrates denoting premium ranges for easy differentiation.
Icons that Speak
The icon system employs minimal, functional designs enclosed in circles – a deliberate choice to balance the otherwise rectangular and linear elements of the packaging. This attention to detail ensures that every touchpoint of the brand communicates both efficiency and elegance.
A New Chapter in Home Essentials
The resulting brand identity successfully modernizes Happy Living while maintaining its accessible nature. Through this comprehensive design system, we helped establish a brand that truly understands its consumers' pain points and desires for both aspiration and accessibility – creating a home essentials brand that brings joy to every home, every day.
