— Penny Golf —
Golf is hard. Swing easy.
Penny Golf is a women’s golfwear brand that lives by the ideal: swing easy. The founders saw an opportunity to introduce a new line of golfwear that sits between traditional and lifestyle apparel. Penny Golf may not make the most challenging, frustrating, wonderful, exasperating and addictive sport in the world any easier, but hey, they sure can make very cool, very relaxed-fitting golf clothes.
Penny Golf is named after the beloved dog of one of the founders. The OG “Penny”, a golden retriever, is super chill. Inspired by her chillness–and the loose and free shapes of sand traps, greens, and water hazards of golf courses–our logo embodies the spirit of swinging easy. Each letter flows into the next like a gimme putt in this hand-drawn wordmark.
- Branding
- Identity Design
- Communication Design
In addition to the wordmark, we designed a poppy symbol for Penny Golf to link the Californian and English roots of their two founders. Not sure whether the other founder has a dog, will follow up on that.
The illustration style we paired with this branding is playful, imperfect, and loose. We figured, if we want people to “swing easy”, we should “draw easy” too.
