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Let's start with the hard part. What is happiness? A lot has been written about it. Everyone wants it, but we don't know exactly what it means. We don't know how or where to find it. It can’t be fully defined, not even reading the great thinkers. This time, our challenge was to express happiness in a way that reaches many people.

Felicidad is a bakery that offers cookies and ready-to-bake cookie dough. Since the beginning, their creators wanted to offer their products with a simple yet strong message: happiness is for everyone. But, if we all have different perceptions of happiness, how can we, as designers, make Felicidad relevant for all?.

We took the challenge personal and asked friends and family about what made them happy. Answers were all over the place, but there was one common trend: Happiness lies in the small things of life. We created a simple and powerful brand identity that reminds Felicidad’s clients that happiness is found in the little things.


We created cookie packages that include a list of things that made people happy. The recipe for the creative process combined a pinch of nostalgia, lots of primary colors, and some baking of memories from childhood. As a result, Felicidad’s brand identity is contagious, just like happiness.


Brand Identity


Tone of voice

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