A full identity system for a golf bag maker built around one idea: disrupt an industry that hasn’t meaningfully evolved since its inception. The result is a design-driven, luxuriously minimal brand that challenges convention and redefines what a golf bag can be.

Brand Identity

POSITIONING | WORKING AD SETS | ORGANIC | LANDING PAGES | BRANDING

Partial view of people standing on a golf course, dressed in golf attire, with golf clubs in hand and the word 'EVEN' written on the grass.

The process began with an exploration of the golf landscape, conversations with golfers, and an understanding of the needs, behaviors, and trends shaping the category.

Three moodboards were developed and presented to define the brand’s desired attributes, personality, and identity.

Research

A collage of images related to golf, including a logo reading 'Golf Atelier', a scenic illustration of a golf course with trees and a bridge, a promotional graphic for a golf bag with the caption 'Developed for ease. Designed for envy,' and a couple of women and a man playing golf in an outdoor setting.
A collage featuring various magazine covers, advertisements, and product images, including a bold cover titled "Clubhouse Noir," luxury jewelry, and perfume bottles. The layout is a mix of text and images with a dark and sophisticated theme.
Collage of various product design and architectural plans, including a golf club bag, technical blueprints, product specifications, and interior architecture images with modern and industrial styles.

We landed on a light, natural palette that felt classic and modern with a premium feel. It reflects the colors of the course.

Identity System

Book cover featuring typography examples of the font 'Pinyon Script' by Libre Franklin, with images of golf courses, people playing golf, and a golf bag on a green, along with a color palette of four colors.
The word "EVENT" in white capital letters on a dark blue background.
A person lying on a golf green surrounded by golf balls, wearing a white cap with the word 'EVE' on it. There is a large golf bag with clubs nearby, and a portion of a white golf cart is visible on the left side of the image.
Close-up of a golf club storage bag with labeled features including large top-shelf slot for mallet or blade putter, cradled magnetic slots, two top-shelf rows for wedges and irons, and a bottom shelf for clubs with head covers. A person's hand is sh
A white golf bag with golf clubs and colorful socks, standing on a teal background. The text on the image says, 'No Bulges, Not bulky or cumbersome, EVEN.'
A golf rangefinder with a black upper interior and a white outer shell displaying a smartphone with a golf course map and a printed course layout behind the phone.
A golf bag with clubs and a red, blue, and purple towel standing on a golf course near a flag and green grass.
A person cutting white fabric with scissors on a wooden surface, with text explaining the company's focus on organization, protection, and minimalist design for golfers.

Other projects

A bowl of mixed salad with greens, orange slices, strawberries, and seeds, with a person holding a fork. Another bowl with roasted vegetables is partially visible. There are also beets on the table and a sign that reads 'DIG IN' on a green background.
A person holding a drink glass with the text 'PALET Drink Enhancer' and a line drawing of a rose
Logo for TopTier Admissions with a stylized church steeple and building in navy blue and white.