In a sport built around precision, power, and performance gear, Penny Golf entered with a completely different energy: one of joy, ease, and play. The founders did not set out to shave strokes or promise technical advantage. They aimed to create a women’s golfwear brand for those who love the game even when it refuses to cooperate. That sensibility—approachable, stylish, and self-aware—became the foundation of the brand identity.

We began with the wordmark. Hand-drawn, loose, and intentionally imperfect, the logo takes its shape from the course itself. Each letter flows into the next like the flowing shapes that make up sand traps, greens, and water hazards. The curves mirror the rhythm of the game at its best: fluid, instinctive, quietly satisfying. The typography avoids the stiffness and machined geometry of traditional sports branding. No boldface. No italics. No armor. Just a flow with personality.

The branding is also an homage to the brand’s namesake, Penny, a golden retriever with a famously relaxed demeanor and a fondness for riding in the golf cart. Her spirit helped steer the tone of the entire system. The identity had to feel like her: warm, grounded, and a little mischievous.

We paired the logo with a bright red-orange poppy, a small emblem with deeper roots. It connects the heritage of the two founders, one English, one Californian, and adds a burst of color that feels personal rather than promotional. It is a brand symbol with heart, not just style.

The broader system followed suit. We developed a full identity package including color palette, typography system, packaging, brand voice, and illustration style. The illustrations, like the logo, embrace imperfection: quick lines, off-kilter compositions, and gestures that feel more like notebook doodles than technical diagrams. The effect is both refreshing and disarming in a category that often leans hard into performance metrics and elite positioning.

Tone of voice became a key tool. Penny Golf speaks with clarity and wit, encouraging play without condescension. Whether writing for packaging, social content, or product descriptions, the voice stays grounded in the brand’s founding idea: golf may be challenging, but the experience of it can still be joyful.

As part of the process, we conducted informal research with women golfers and creative peers outside the agency. Their feedback helped refine both the aesthetic and strategic direction, confirming what the founders already understood: that there was space in the market for a brand that welcomed players into the game with humor, ease, and good design.

Penny Golf reimagines the course as a space for connection and comfort. This is golfwear that moves with you, branding that draws you in, and a logo that carries just enough curve to remind you not everything needs to be straight down the middle.