The Happy Co. launches its new name and brand refresh as it prepares to spread happiness around the world.
Founded / December 2017
Headquarters / Plano, TX
Top Executive /
Bo Short, CEO
Garrett McGrath, President
Clare Holbrook, CMO
Tony Chaplin, COO
Products / Health and Wellness
Before it was The Happy Co., Elevacity was skillfully distributing joy. More than 410,000 customers enrolled within the company’s first two years of business—an almost 10:1 customer-to-distributor ratio—bringing in $15 million in sales each month. As people joined for the mood-enhancing and nootropic science-based products, they stayed for the warm and fun company culture. Organically, happiness became Elevacity’s trademark characteristic.
“Happy beverages” led the way as the company focused on infusing happiness into every facet of the business. Conference calls and conventions were made family-friendly and familiar. Field leaders built communities that encouraged connection and conversation through video calls that consisted of morning chats over coffee or afternoon walks. Distributors, customers and corporate staff alike were living out the happiness lifestyle. Still, the leadership knew the company had room to grow, and capitalizing on that potential needed to begin with a name that spoke volumes without any explanation.
“Our previous brand helped build a big company, but we knew our potential was greater,” says Bo Short, CEO of Elevacity Holdings, LLC and Elevacity International Holdings, LLC. “This rebrand is more indicative of whom we are becoming—names matter. Words matter because they have power when used properly. What these particular words do is create a goal for each of us to reach for each day.”
Enlisting the help of BVA, a premier digital marketing agency whose clients include Red Bull energy drink and Kylie Cosmetics, the leadership team embarked on a lengthy creative evaluation and brand refresh.
The result is The Happy Co.
“Everything about the new brand name and our new visual identity oozes with happiness,” says Clare Holbrook, Chief Marketing Officer of The Happy Co. “We believe that everyone deserves to be happy, and our vision is to create a happier world together, one person at a time. By launching The Happy Co., we are perfectly positioned to expand globally knowing that our brand is in total alignment with our vision, mission and culture.”
Utilizing a color palette that exudes warmth and happiness—like Sunset Orange, Happy Place Yellow and Tickled Peach—the new company logo features a softer and more gender-neutral appeal, with art that mimics both sunbeams and a smile. One of the hallmarks of the company’s mission and vision is the belief that everyone deserves to be happy, so evoking a sense of surprise and delight through the design was a high priority.
“A sunrise symbolizes a new beginning, a fresh start, a happy start,” Holbrook says. “Pairing our company name with the sunrise in our logo signifies that happiness can be found with The Happy Co.”
The Future of Happiness
The “Co.” included in this refresh doesn’t only stand for company, but a list of very intentional descriptions that align with the brand’s overarching mission and culture: connection, community, collaboration, co-creation and more.
“The goal for the rebranding is to live up to the name,” Short says. “If we do this right, we’ll have people who won’t just make a lot of money, but who will be better moms, dads, friends and neighbors. We have been presented with a unique opportunity; our rapid growth combined with the leadership of our remarkable Brand Partners has enabled us to impact millions of people around the world in a very positive way.”
Also included in the rebranding is a rollout of happiness-focused product packaging and messaging, but it’s about more than looks. This brand renovation will create a customer-first, mobile-first brand identity that holds its own in an industry that is becoming heavily reliant on social media and digital platforms to do business.
“The launch of the new brand is just the beginning of a new vision for the future of our company and its ever-growing ecosystem of products,” Holbrook says. “We’re always looking to innovate and produce new offerings that enhance the lives of our customers and Brand Partners.”
Building and growth begin with a solid foundation. The new name, look and feel that arrived with this meticulous rebranding process has laid the groundwork for big developments already on the horizon. The company’s leadership recently announced an investor infusion of $30 million, plans for expansion into Asia and the securing of its direct selling license in South Korea.
“Timing is so important and I believe we are embarking on this journey at the best time,” Short says. “This will be a global enterprise by the end of 2021. That’s exciting because we have the resources to do it properly. We can and will do this the right way.”
From the May 2021 issue of Direct Selling News magazine.