Successes > Caddy Company

Marketing strategy assistance and package design for a golf products manufacturer

This manufacturer had been selling through Golf Specialty Retailers and direct to consumers for a few years. The opportunity arose to present to Target Stores for their Holiday 2001 selling season. The line of products had to be repositioned and packaging redesigned to appeal to this distinct demographic.

A new logo and full-color corrugated packaging was designed in strict accordance with Target specifications. We art-directed in-studio and on-location photo shoots. Life-size, printed mockups were shown to Target. The line was accepted, and printing of packaging for 65,000 pieces of Caddy product was coordinated with suppliers in Hong Kong. It began arriving in Target stores across America in October 2001.

Additional product packaging has been designed, and will reach Target Stores in Spring 2002.

The collage, above, is not an actual photo—we synthesized the images of the packages from computer artwork of each panel, and assembled them for this “shot.”

As the client evolved, it moved away from selling through retailers, in the direction of supplying promotional projects for corporate and other golf tournaments. It currently exists under the brand, “Golf Gifts USA.” We designed the new logo and Web site.

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