“HS Super Points” is a loyalty rewards brand established by the Kuo-Yang Group, whose portfolio includes Grand Hi-Lai Hotel, Hanshin Department Store, Hi-Lai Foods, and Han-Chi Technology. The brand offers members a comprehensive rewards ecosystem encompassing “Food, Fashion, Living, Education, and Entertainment,” integrating premium lifestyle aesthetics into every point earned.
To deepen the emotional connection with consumers, we created “Happi,” the official brand ambassador for HS Super Points. Happi’s design DNA is derived from the brand’s initial “H,” transforming the letterform into an approachable and friendly character. The vibrant gradient color palette symbolizes a diverse and rich shopping and entertainment experience. Additionally, the supporting characters are designed around the concept of “Points”—represented by four colorful spheres with distinct expressions. Together, they create a joyful, interactive atmosphere that perfectly conveys the exciting and high-quality brand image of HS Super Points.