A Precise Tactile Monoline
Favorite Child, the dedicated design practice within Betty (a Quad agency) is debuting packaging design for leading global golf brand Titleist’s newest Pro V1 and Pro V1x golf balls. The design team, led by Group Creative Director Richard Gordon Smith, started with the challenge: How do we better the best? With COVID expanding the golf market, Favorite Child knew the new design needed to disrupt expectations, get Titleist noticed faster on the shelf, and ensure the package stood out in the market as the #1 ball in golf while also indicating that it had been engineered to be even better.
To this end, the team simplified the design to a precise, tactile monoline that represents the singular focus that Titleist — and in turn the dedicated golfer — has for the sport. The package features a raised metallic emboss for a premium look and also uses foil substrates to give the colors added depth and dimension. An additional advantage: the monoline on the package also translates nicely into the launch campaign as a tracing line for the ball flight path. The new packaging launched in late January at the PGA Show in Orlando FL.
