Branding & web
Europe's consumer-only VC firm

What is Heartcore

Heartcore is a VC focused exclusively on B2C products. A European venture, with offices in Copenhagen, Berlin, and Paris, they focus on not just any products: but specifically on the products that make our lives a little brighter.

Brand Idea

The founders of Heartcore are understandably enamored with The Little Prince (1943, Antoine de Saint-Exupéry), a novella that is meant for children yet gets to the soul of any but the most disenchanted adults. This novella had also greatly inspired our approach to this heartfelt project. However, we had some limitations: not only did Heartcore already had well-defined positioning, on which we were to build a branding identity, but there already was a set of illustrations that we had to use.

Brand Identity

Our concept for the branding and the website was based on both The Little Prince, and Heartcore’s personal approach: they’re not just a VC, but more of a mentoring figure. In this concept, we focus on the figure of a startup founder, of a startup that’s meant to bring joy into our lives. We portray them as ambitious, brave, but also with a sensitive side. These people are both passionate and compassionate.


We use Recoleta for accents that’s just perfect for our needs here: gentle shapes inspired by 70s serifs coupled with angular strokes. It’s both warm and serious.



In the final result, we convey the main theses of Heartcore — investing in happiness — by our careful use of the illustrations inspired by The Little Prince, soft and warm pastel colors, and some unobtrusive animations, that don’t take away attention but do breathe some life into the website.

Prototyping & Wireframes

Rejected Concepts

For each project, we create several brand identity concepts. After one's been chosen, we proceed to finalize it. In Figma, you can see the other ideas we've had, that didn't make it for one reason or another.

Check our process in Figma

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Embacy stood out as the most thoughtful, creative, and understanding agency. We didn't doubt their development capabilities, we had confidence in that. Plus, the different examples of their work on Behance made us believe that they are creative and that they could adapt to different clients.
Yacine Ghalim Partner at Heartcore Capital
Full review