
Happy Trees Trail Club
2024
Logo, Visual Identity & Illustration
Merch Design
Business Cards

The Characters
The Happy Tree characters were brought to life to reflect the quirky spirit of the Happy Trees Trail Club (and the wonderful mix of people who might find joy out on the trail.) Each tree has its own vibe and story, meant to feel both playful and human.
There’s Wallace, the shaggy-headed willow with surfer dude energy. Ripley, a one-armed stump with a giant grin and brand-new sprouts, symbolizing growth, resilience, and showing up just as you are. Jasper, the ever-chill evergreen tossing up a peace sign, brings laid-back vibes and exhuberance to the bunch. And then there’s Owen, the stout, jolly oak with a big nose and even bigger heart, always ready to make you laugh and remind you not to take things too seriously.
Together, they represent the spirit of Happy Trees Trail Club: approachable, encouraging, and joyfully imperfect. Whether you’re a nervous first-timer or a seasoned hiker, these little tree-friends are here to say, “You belong here.”

The Logo Suite
For the logo suite, I wanted it to evoke an organic, playful and welcoming feeling that felt familiar to potential members. I did this through choosing rounded and sans-serif typefaces. I expanded upon the roundness by doing an arched version and round logomark. The main logo has a slight crook to it, implying that playfullness of the brand even more. The main attracttion has to be the tree charachters though, inspired by rough sketches from the club leader, I polished them like a gourgeus river rock and let them shine in this logo suite.

















