As a daily self-care brand, Happy Bath delivers happiness through pleasant fragrances that blend into the moments and spaces you want to protect during your busy day. With the integration of its beloved product lines—including moisturizers, essences, and perfumes—a new unified line has emerged, speaking with a single voice.
Concept
The design of the Original Collection Body Wash, featuring six of Happy Bath’s best-selling fragrances, aims to break away from the typical attention-grabbing aesthetic often seen in previous Happy Bath and daily beauty product packaging. Instead, it embraces a minimalist and modern approach—one that feels more at home in everyday living spaces and resonates with a broader audience.
Design Background
We added aspirational
value to a brand known for its
reasonable cost-performance.
The Happy Bath brand, which previously used a variety of vibrant,
high-saturation colors, has now shifted to using toned-down,
low-saturation hues within each color spectrum.
Instead of conveying a vibrant, lively sense of happiness, the aim
was to evoke a more sophisticated and genuine kind of happiness—one
that blends naturally and harmoniously into various everyday scenes.
With the increasing importance of online channels, detailed product
information is now fully delivered through the product detail pages,
while the packaging itself embraces a minimalist design.
“Expressing 10 happy moments in everyday life through mood.”
In this renewal, Happy Bath infused the brand with the sensibility of a “Scent Atelier” to create fragrances that evoke joyful memories.
To clearly express this new sensibility through design, Happy Bath organized its unique fragrance coding system to craft universally loved scents by harmonizing each fragrance note.
Customers can see the scent name and number on the front, sparking their imagination about the fragrance, and as they naturally follow the label around to the back, they can intuitively discover the details of the Mood, Top, and Base notes.
“Adding modern sophistication.”
The existing container was redesigned with a clearer form by defining the
boundary between the top and the body, and a monochromatic translucent color
was applied to elevate its sense of refinement.
Conveying happiness through pleasant scents
We aimed to position the brand as a refined and metaphorical fragrance
specialist that invites customers to imagine the scent themselves
— elevating it to a high-end fragrance experience.
Think about the environment every time you shower
To ensure brand safety and promote sustainable
values, we use PCR PET in all packaging, along
with 99% biodegradable and vegan ingredients.
The product has received an EXCELLENT rating
from Germany’s Dermatest through skin patch testing.
No animal testing was conducted, and no animal-derived
ingredients were used in the production process.
We aimed to present a new direction for everyday
items—one that reflects consumers’ desire to
surround themselves only with beautiful things at home.
“Happy Smile” New Brand BI
The new BI expresses the sense of relaxation and satisfaction that comes from using Happy Bath in everyday life, morning and evening.
The logotype features varied stroke thicknesses in the horizontal and vertical lines to convey both personality and sophistication.
To visualize the unexpected joy shared by the whole family, the letters P and B in the English logo are shaped like smiling mouths.
Depending on the container type, this smile motif or new shapes will be flexibly applied to align with current design trends.
Happy Bath is a total body care brand that has consistently earned the love of consumers over the years.
The familiarity built between the brand and its customers over time is a unique and invaluable strength.
However, there was a new mission: to go beyond practicality and add deeper value to everyday routines.
To that end, we renewed our brand identity and unveiled an entirely new package design that reflects contemporary trends.
Whereas previous products were designed to intuitively express the scent, this time, we embraced a minimalist approach
— from the exterior to the label — to bring a modern touch into daily living spaces.
By preserving its core strength of practicality while embracing the era of value-driven flex culture,
Happy Bath is now fully equipped to continue delivering the enduring value of a self-care brand.
