Operations

Happy Joe's teams with Harrison on brand, design strategy

Provided.

August 4, 2021

Happy Joe's Pizza & Ice Cream is tapping design consultant firm Harrison to create a new image and brand design as it prepares to expand its footprint.

The brand revamp will take a strategic storytelling approach incorporating Happy Joe's 49-year tenure with elements of current dining and "eatertainment" venues, according to a press release. The redesign and rebrand will be followed by a U.S. and global expansion strategy.

"Happy Joe's is an iconic brand based in the Midwest that will be celebrating its 50th anniversary next year," Tom Sacco, Happy Joe's CEO, president and chief happiness officer, said in the release.

"I see the new design as the launching pad to the next 50 years of Happy Joe's growth across the U.S. and globally. After all, being 'happy' isn't just an American characteristic. We plan on bringing Happy Joe's to cities around the world starting in Cairo, Egypt, and there's no one we'd rather have supporting us on this journey than Harrison."

The design changes will debut in the brand's home state of Iowa in 2022 and will be available for new franchisees.

"We're excited to have been chosen to be part of the repositioning of such an iconic brand," Keith Anderson, Harrison COO, said in the release. "Happy Joe's is full of history and spirit, which is going to make the creation of this new prototype a lot of fun. We see a lot of potential to expand Happy Joe's throughout the U.S. and globally, and we're honored to get to help them achieve this growth."

Founded in 1972 by Joe Whitty in Davenport, Iowa, Happy Joe's is owned and operated by Dynamic Restaurant Holdings Inc. The family-centric pizza brand has nine company and 36 franchise locations throughout the Midwest.