SPC Group Unveils New BI for 'Happy Point'

[Asia Economy Reporter Choi Sunghye] SPC Group announced on the 9th that it will unveil a new BI for its membership service ‘Happy Point’ and completely revamp its mobile app.

This BI renewal is a project carried out for the first time in eight years since 2012, aimed at reorganizing the core elements that clearly show Happy Point’s identity and strengthening customer communication through images optimized for mobile use.

The newly introduced BI was developed in collaboration with the branding company ‘Design Studio,’ simplifying the original BI’s circular image and utilizing a bowl-shaped image that expresses ‘the customer’s smile and gratitude.’ In particular, the logo was designed to embody the image of ‘ㅎ’ (the Korean consonant ‘h’) that reminds users of Happy Point, enhancing intuitive recognition.

The brand colors were also completely changed. The logo color uses a deep blue that gives a dynamic and luxurious feel, while the sub-colors use highly saturated primary colors such as orange, yellow, and green to improve visibility.

SPC Group also completely revamped the mobile application ‘Happy App’ by applying the new BI. This revamp focused on improving UI (User Interface) and UX (User Experience) design to enhance user convenience.

On the main screen of Happy App, menus frequently used by consumers such as Happy Order (delivery pickup service), Happy Con (Happy Point mobile gift certificates), and Happy Market (shopping service) are placed at the bottom for easy access. Additionally, the ‘SPC Brand Hall’ was newly established, where users can select and view various brand news and promotional information from SPC Group. In the future, mobile services will be further strengthened by gradually introducing features such as ‘Happy Signal,’ which enhances two-way communication through consumer participation content, and ‘Happy Pay,’ which allows not only Happy Point accumulation but also payment in one go.

Happy Point, launched in August 2008, is SPC Group’s integrated membership service with 20 million subscribers and can be used at over 6,300 stores nationwide including Paris Baguette, Baskin Robbins, Dunkin Donuts, Pascucci, and Shake Shack. Happy App, launched in 2014, surpassed 10 million users last November, becoming the first membership service in the domestic food and beverage industry to reach this milestone.

This content was produced with the assistance of AI translation services.