Hamoni Identity Featured

Branding for a Golf Training Facility

Hamoni (phonetic version of harmony in Japanese) approached us to work on their branding, beginning with an identity design and an ad campaign and ending with the website design. However, our engagement with Hamoni went beyond the initial set of requirements and produced a varied set of communication collaterals spread over four years (and counting).   

The logo had to communicate the perception of Hamoni that the client wanted to put forward: smart, efficient, simple and youthful. We came up with a wordmark that incorporated a stylised H, which could also be used as a symbol on tiny print surfaces such as golf ball and club handle. A direct representation of golf through a club and a ball was used to create the negative space that defines H. The left half of H is thicker and meatier that sets a strong anchor for the word to follow. The top left part of H also gives an impression of a fluttering flag; this along with a slight angle to the alphabets brings dynamism to the logo.

Hamoni is a publicly accessible golf learning centre in Gurgaon with a mission to break down the barriers to golf and change its public perception as an elitist sport and to make it available to everyone who loves sports. It provides an extremely affordable and accessible environment to learn and practice golf in the heart of the city. We’ve been associated with Hamoni right since it was set up in 2013-14 when we began by giving it an identity. Subsequent engagements have seen us create some interesting graphics for Facebook from time to time, design some print merchandise for the brand and an endless number of campaign posters, and give face to a new game-cafe by Hamoni.

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Hamoni Office Illustration
Hamoni Home Illustration

Illustrations for the Hamoni motto

Golf is not just for the elite. To make golf a part of mainstream sports in India and invite anyone who loves sports we came up with the motto - golf is for me. And that ‘me’ could be anybody (irrespective of gender and economic background). The posters also make a point on how addictive this sport is. Once you get hooked golf will be all around you. Mouse pads start resembling bunkers, spilled chai makes for an interesting water hazard, chopped veggies take on new life as trees and a chakla becomes the perfect tee off point.

Teaser video

Our next deliverable was a short teaser video on “coming soon”. Taking the motto forward, we imagined the beginning of a day for a golf enthusiast whose obsession with the game is palpable through the transformation of common day objects into a golf ball. An adaptation of this video was later released as “now open”.


The initial launch of the website was a coming soon page that used the illustrations created for the “golf is for me” campaign (above). With the subsequent launch of full website these illustrations were then retained as landing page. The latest overhaul of the website decided to kill the landing page in addition to making it responsive across all devices. The emphasis throughout its evolution over the years has been on a clean and minimal design.

Hamoni Website Icons

New icon family for the website

With the introduction of new features and programmes from time to time, the ad hoc development of icons for them was very disjointed. It was therefore decided to redesign the icon family that would be homogenous in its look (using a golf ball as the basis) and go with the evolving brand imagery. The icons catered to general features (first two rows), golf academy features (third row) and junior golf features (last row).

Hamoni Guidemap

Venue: guidemap

The illustrated map — meant for use on the website and at the facility for way finding — featured key points of the 15 acre facility. 

Hamoni Access Cards

Venue: access cards

Entry to the facility is through access cards, which also double up as cash cards that you can top up and enjoy cash-less transactions for ball and club rentals. The theme of these cards was again an extension of the “golf is for me” campaign that saw golf balls in varied setups to bring out the fun aspect of this game.

Hamoni Camps

Hamoni camps

Identities were created for two short term golf learning programmes along with print collaterals like certificates that were issued at the end of these camps.

Hamoni Posters 3
Hamoni Posters 2
Hamoni Posters 1

Promotional posters

A few posters that were designed to promote new programmes or events or openings.