A golf lifestyle brand that hits the sweet spot between classic country club and luxury fashion.
Fred Herd · Branding
Challenge
Many leading golf brands today feel overly serious, focused on quality but lacking personality, playfulness, and charm. On the flip side, newer brands often swing too far the other way, leaning into loud designs or a frat-boy vibe.
outcome
Fred Herd finds the sweet spot: a brand that’s stylish, approachable, and fun without losing its edge or sophistication.
scope
year
Brand Identity
Art Direction
2024
Logo Evolution
Logo Design Direction: Elegance Over Energy
The client chose to emphasize elegance over energy, favoring timeless sophistication rather than a performance-driven look. The earthy color palette adds depth, refinement, and a subtle warmth, reinforcing the brand’s understated luxury.
