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BRAND BREAKDOWN PART 1:
The Happiness Project
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The Happiness Project
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This is the series where I breakdown brands that I fuck with or stumble upon in my research.
If you like this content, toss ya boy a like or RT and I'll keep the series rolling.
Today's brand:
The Happiness Project https://happinessmerch.com
If you like this content, toss ya boy a like or RT and I'll keep the series rolling.
Today's brand:
The Happiness Project https://happinessmerch.com
What caught my attention initially was the design on this instagram ad.
The half tie dye is attention-grabbing, and honestly just dope as fuck.
Tie dye is in right now and a lot of brands are riding the wave.
The smiley face peaked my curiosity, and then I saw the brand name.
The half tie dye is attention-grabbing, and honestly just dope as fuck.
Tie dye is in right now and a lot of brands are riding the wave.
The smiley face peaked my curiosity, and then I saw the brand name.
"The Happiness Project"
It sounded altruistic off the bat.
Then, I read their ad copy and noticed that they're donating 15% of all profits to mental health research.
As someone who has struggled with mental health in the past, and has lost a friend to suicide, this resonated.
It sounded altruistic off the bat.
Then, I read their ad copy and noticed that they're donating 15% of all profits to mental health research.
As someone who has struggled with mental health in the past, and has lost a friend to suicide, this resonated.
Not only are they donating to a good cause, but their cause, products, and messaging are all in alignment.
The name, the smiley face logo, and the mission of elevating happiness in the fight against poor mental health.
Complete synergy.
I was drawn in and followed immediately.
The name, the smiley face logo, and the mission of elevating happiness in the fight against poor mental health.
Complete synergy.
I was drawn in and followed immediately.
Being a marketer, I immediately went to the site to study it.
The layout goes as following:
Banner
Products
*Mission*
Collections
We'll come back to the stars around the mission shortly, because this is important.
The layout goes as following:
Banner
Products
*Mission*
Collections
We'll come back to the stars around the mission shortly, because this is important.
Products:
They have about 16 products to pick from, and I assume what are the best selling 6 showing on the homepage.
What immediately jumped out to me was the pricing.
$116 for that signature hoodie.
$55 for a similar t-shirt.
Their margins must be HUGEEEE.
They have about 16 products to pick from, and I assume what are the best selling 6 showing on the homepage.
What immediately jumped out to me was the pricing.
$116 for that signature hoodie.
$55 for a similar t-shirt.
Their margins must be HUGEEEE.
The other two sweatshirts are $55-65, and they have some basic t-shirts and long sleeves for $30-40.
This makes me wonder if the Tie-Dye genuinely costs a lot more to make? I wouldn't be surprised, but that's not my domain so I don't really know the answer to this unfortunately.
This makes me wonder if the Tie-Dye genuinely costs a lot more to make? I wouldn't be surprised, but that's not my domain so I don't really know the answer to this unfortunately.
Either way, bet their margins are fat af.
Key: They're donating 15% of the profits to mental health research.
This cause helps justify the purchase despite the price to their customers.
The business is making a killing, they're donating to a good cause, and customer is happy.
Key: They're donating 15% of the profits to mental health research.
This cause helps justify the purchase despite the price to their customers.
The business is making a killing, they're donating to a good cause, and customer is happy.
The next important part of their site is their mission.
This further emphasizes their cause, their reason for existing, and provides a message of warmth and positivity that creates a connection with the reader and the brand.
Really well done IMO.
This further emphasizes their cause, their reason for existing, and provides a message of warmth and positivity that creates a connection with the reader and the brand.
Really well done IMO.
Lastly, at the bottom they provide a list of resources for those struggling with mental health.
I really liked this because it shows that they truly believe in their cause and it provides then brand with a bit of legitimacy to someone who has never heard of them before.
I really liked this because it shows that they truly believe in their cause and it provides then brand with a bit of legitimacy to someone who has never heard of them before.
If you liked this style of content follow ya boy.
I do a ton of research on brands to get inspiration, and would be happy to keep sharing what I discover with you all.
Thanks for reading
I do a ton of research on brands to get inspiration, and would be happy to keep sharing what I discover with you all.
Thanks for reading
