Overview
The Hen Ann Arbor was rebranding from 'Stray Hen Ann Arbor' to simply 'The Hen' and needed a website to match their elevated identity. Their past site didn't capture what made them special: a trendy, Instagram-worthy cafe with incredible food in the heart of Downtown Ann Arbor. We completely refreshed their brand, built a website that captures the cafe's vibe, created a custom egg hatching animation to reveal the rebrand, and set up their online ordering system. The result is a brand they own and $6k+ per month in added recurring revenue.
- Brand Direction
- Design
- Copywriting
- Web Design
- Web Development
The Challenge
The Hen Ann Arbor needed a website that matched their new, elevated branding as they separated from their Chicago sister location. Their existing site didn't express what made them unique: a trendy, Instagram-worthy cafe in Downtown Ann Arbor known for quality food and the energy that keeps people lined up outside. They also needed to solve the rebrand transition from 'Stray Hen Ann Arbor' to 'The Hen' in a way that felt memorable and authentic.
The Solution
We visited the cafe constantly to understand what made it special, then completely refreshed the brand with new color scheme, typography, and graphical elements. We incorporated the elegant flowers draped throughout the restaurant and featured their iconic neon sign on the homepage as a landmark, turning the space itself into part of the story. To mark the rebrand, we created a custom egg hatching animation that cracked open the old logo to reveal the new 'The Hen' identity. After launch, we set up their Toast online ordering system and integrated DoorDash and UberEats so customers could order from anywhere.
The Hot Dish
Added Revenue
Complete Brand Refresh
Custom Egg Hatching Animation
Egg hatching animation revealing the rebrand
Website design capturing the cafe's trendy vibe
Online ordering system driving recurring revenue
Decision Made.
