The Brief

Hwyl Hoci Cymru Camp needed a brand identity built entirely from scratch one that could carry the energy of a children's hockey camp while staying rooted in Welsh pride. The name itself says it all: "Hwyl" is Welsh for fun, and that had to come through in every part of the design, not just the strapline.

The Approach

At the heart of the identity is a shield crest featuring a Welsh dragon curled around a hockey stick, paired with a bold, hand-lettered "HWYL HOCI!" wordmark bursting out of the badge in mismatched, playful type deliberately uneven and full of energy, the way a child's own excitement might look if you drew it. A banner reading "Hwyl Hoci Cymru Camp" wraps the base of the shield, keeping the Welsh identity front and centre.

Recognising that one fixed colourway wouldn't suit every application, we developed a full set of logo variations inverted, on dark backgrounds, and in solid single colours so the crest holds up equally well on a green shield, a yellow shield, or stripped back to black and white for embroidery or single-colour print.

The palette draws directly from the Welsh flag and rugby-shirt tradition: bright red and wine red anchor the identity, lifted by yellow and green for energy, with off-black and white for contrast and readability. It's bold enough to read instantly on a sports field from a distance, which matters for a brand built around outdoor activity.

For typography, MadCap brings the same hand-drawn, shouty energy as the logo lettering for headlines, balanced by Aller Display for supporting copy and Poppins as an accessible substitute font for everyday and digital use.

Bringing It to Life

The identity was mocked up across the full range of camp touchpoints: embroidered polo shirts, water bottles, kit bags, notebooks, and street banner signage inviting families to "Join Us Today!" — each application keeping the crest legible and energetic whether it's stitched onto fabric or printed at banner scale.

The Result

Hwyl Hoci Cymru Camp now has an identity that feels genuinely built for its audience — confident, Welsh, and fun enough for kids to want to wear, while being flexible enough for coaches and parents to recognise instantly across every piece of kit and signage.