Case study

Stag N' Hens

What we did	Logo Design, Visual Identity, Naming, Marketing Strategy
Discipline	Branding

Stag n' Hens, a Cardiff-based organiser of stag and hen parties, sought a playful, tongue-in-cheek visual system to launch their brand.

Mood board of playful hand-drawn typefaces and illustrated logos for Stag N' Hens

Sketch sheet of stag and hen character heads in black ink

They specialise in booking tailored bar crawls for unforgettable last nights of freedom. My task was to create a vibrant and engaging brand identity that captures the fun and excitement of their unique offerings.

Pencil and ink sketches of stags, hens and antlers exploring the Stag N' Hens mark

Antler mark explorations turning into a stag head with SnH lettering

Stag N' Hens SH monogram ideas and patterns in black, orange, blue and pink

Stag N' Hens colour palette: dark brown, orange, pale blue and pink with hex, RGB and CMYK values

II.

About the work

Starting with extensive research, I explored various ways to cohesively represent both the male and female sides of the party. I stumbled upon a visual representation of a drunk stag and a wild hen, but together they felt slightly too complex. Therefore, I opted for a wordmark approach, subtly incorporating playful character elements into the logo. I envisioned the characters playing a vital role in the broader brand identity, serving as illustrations for marketing materials or forming part of a brand pattern. Throughout this process, I considered a whimsical motif: farm animals indulging in drinks, creating a playful and humorous theme for the brand. This approach allowed me to maintain the fun and tongue-in-cheek essence while ensuring a cohesive and recognisable visual identity.

Stag N' Hens typefaces Montserrat Black and Baileywick JF Gothic shown in full on orange

Repeating Stag N' Hens pattern of monograms and antler icons in brown on orange

Stag N' Hens SH monogram in pink on dark brown

Stag N' Hens antler icon in brown on pink

III.

Playing on the farm motif theme, which formed the basis of the brand, I selected a range of browns and muted oranges.

Stag N' Hens illustration of a running hen leaving a trail of footprints on pink

Stag N' Hens illustration of a stag with a pint and hoof prints on pale blue

Colour & type choices

To distinguish the male and female parties, I chose the right shades of pink and blue to accent the brand and make it pop. The typography pairing had to align with the playful nature while maintaining legibility. For headings, I opted for a bold and straightforward typeface, providing a nice contrast to the more whimsical, playful typeface used for body copy. The body typeface, with its simple round forms, ensured readability. Typically, I would use the funkier font for headings, but I felt this brand needed a constant reminder of fun and laughter, which the playful body typeface delivered.