On December 9, SPC Group announced that it has launched a new brand identity for its membership service ‘Happy Point’ while renewing the mobile app.
The latest brand identity (BI) renewal, the first time in eight years since 2012, highlights core elements that can show Happy Point’s identity more clearly and display images optimized for mobile devices so that the company can communicate more effectively with its customers.
The new BI created in partnership with branding agency Design Studio has simplified the circle image of the last version and made use of the image of a bowl expressing the customer’s smile and gratitude. It also embodies the shape of “ㅎ,” a Korean letter corresponding to an “H,” to help customers easily associate with Happy Point.
The brand color scheme has also been replaced. Deep blue has been adopted as the logo color to represent dynamism and high class. As sub-colors, high chroma primary colors including orange, yellow, and green were used to raise visibility.
Based on the new brand identity, the group has also revamped Happy App, the company’s mobile app. The latest app renewal focuses on improving the user interface and user experience design so that users can find it more convenient to use.
On Happy App’s main screen, the most frequently used menus such as Happy Order (delivery and pickup services), HappyCon (Happy Point mobile coupons), and Happy Market (shopping service) are located at the bottom. In addition, the newly created SPC Brand Page provides a variety of SPC brand news and promotional information.
An official with SPC Group said, “To strengthen communication with the millennials and Gen Z, the main targets of Happy Point, we came up with a new brand identity that’s more hip and dynamic. Based on the renewed brand identity, we will try to make Happy Point’s differentiated benefits and services more accessible to our customers through Happy App.”
Launched in August 2008, Happy Point, SPC Group’s integrated membership service, has more than 20 million members who can use the points in 6,300 stores across the country including Paris Baguette, Baskin-Robbins, Dunkin, Caffè Pascucci, and Shake Shack. Meanwhile, Happy App was launched in 2014 and hit the 10-million milestone in November last year, the first time among the nation’s food and beverage membership services.
