Happy Dad
Client
Happy Dad Hard Seltzer
Location
Orange County, CA
Year
2020
about
Role
As a brand and marketing designer, I led the expansion of Happy Dad’s visual system across social platforms, web, email, and print. I created bold cohesive marketing assets — from digital campaigns to large-scale billboards — while also developing in-store point-of-sale materials and OOH environmental branding, including signage, table tents, and window clings. I worked closely with on-premise managers to ensure design consistency and maximize impact at retail locations, contributing to increased engagement, higher foot traffic, and consistently positive feedback from the internal team.
Problem
Happy Dad sought to amplify its unique brand presence in a competitive hard seltzer market. To engage a young male demographic across the U.S. and Canada, the brand required a bold, flexible visual identity that could consistently perform across digital platforms, retail spaces, and targeted activations such as UFC events and bar promotions—key channels for driving growth and deepening customer connection.
Solution
To ensure brand consistency, I developed adaptable templates that could be easily customized for various campaigns and retail locations.
Result
The updated brand presence boosted foot traffic and in-store visibility, while aligning closely with the brand’s image and target audience.
Credits
