Happy’s Irish Pub is a Louisiana staple. They’ve been around for 15 years and recently had the opportunity to franchise their unique take on the Irish Pub. This seemed like the perfect time to re-invent the brand. I designed & created all of the expansive identity system you see below. My concept was to give franchisee’s a look book of sorts to choose their main badge stack while having a library of other identity assets that all exist harmoniously in the same brand world. In paying homage to Happy’s roots, I reproached the familiar ‘Happy Jack’ portrait in a more retro-modern style while introducing custom complementary marks. Additionally, I created more custom badges, type pieces, and a classic plaid pattern to be used as interior features in future establishments.
services: brand identity design, illustration, custom typography, icon design, custom badge design