FootJoy Brand Refresh

Working closely with David Carrewyn, ushered in a new era for the FootJoy brand. A refreshed identity that doesn't stray too far from its roots, but anchors itself in the future. Something that is timeless and identifiable. As you can imagine this project came with a heavy amount of conversation and consideration as we navigated internal biases and taste levels. Once we made it through the project then moved on to a complete packaging refresh for the brand debuting fully in 2025.

Style guide snippets and updates below as well as a few shots of FJ's brick and mortar stores in Korea.

Creative Direction: Sean McCoole, David Carrewyn

Packaging Design: Sean McCoole, Erin Briskie