| Nike Golf
2010 REBRAND 100 Winners > best of awards
Industry: Sporting Goods
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Nike Golf ball category was challenged in delivering packaging to the market that distinguished it from competitors and brought more consistency to brand placement. Prior to this point, packaging was perceived by many to be fragmented. Branding and delivery of message was inconsistent, adding to consumer confusion.
Challenge - Re-examine the current golf ball packaging line with an eye to creating a more consolidated and refined look at retail. The challenge was to enable a more consistent rendering of the primary brand while at the same time retaining each of the sub-brands’ own voice and expression.
Strategy -
• Consolidate sub-brands by moving the entire product line into the cube shape – a signature
form for Nike Golf.
• Create a consistent placement between the global mark and sub-brands while
retaining the personality of each product.
• Establish a strong information architecture that can be shared across all brands:
consumers prefer consistency when evaluating choices.
• Bring together a sense of one brand; one family with different members.
• Leverage the rebranding as an opportunity to improve sustainability factors.
Result - The new design incorporates a systematic approach and consistency with a clearly established brand hierarchy. This result has enabled Nike Golf to capture premier end-cap space in retail venues. In addition, the cube shaped structure, consisting of up to 70% recycled fiber content, reduced paperboard consumption by more than 30%.
Credits:
Client: Nike Golf - www.nikegolf.com
Brand Strategists/Designers: Nike Golf Brand Design - www.nikegolf.com
Global Brand Director: Ron Dumas
Creative Director: Satoru Igarashi
Designer: Inese Silina
Producers: Nola Jensen and Elizabeth Blackwell
Production Artist: Ken Wan
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