Visual Identity · Art Direction · Brand System · Collateral | In collaboration with: Be Brand Studio
The brief
To create a distinctive visual identity for a golf apparel brand built around brotherhood, representation and self-expression.
Juice was created around a clear cultural insight: a lack of representation for Black men within golf and golf apparel. The brand aimed to create a sense of identity and community while challenging the traditionally conservative visual language of golf.
The brand positioning centred around brotherhood, style, confidence and individuality, with the ambition to build a premium golf lifestyle brand. The client’s brand discovery also identified “Bring The Juice” as the core tagline.
The Approach
I was commissioned by Be Brand Studio to develop the visual identity and supporting brand collateral. The identity combined a bold wordmark with a distinctive flag symbol, supported by a high-contrast palette of electric blue, deep navy, black and lime. Typography paired Cormorant Garamond Bold with Inter, creating a contrast between editorial sophistication and contemporary digital communication.
The visual system was extended through golf-course contour patterns and a photography direction centred around representation, friendship and the idea of the golf course as a space for brotherhood.
The Deliverables
- Primary and secondary logo
- Logo applications
- Typography system
- Colour palette
- Golf-course contour patterns
- Apparel/merchandise
- Photography direction
- Social media applications
- Brand collateral
The brand guidelines establish clear rules for logo use, typography, colour, patterns, photography and digital applications, creating a consistent visual language across the brand.
The Final Result
A distinctive golf lifestyle identity designed to move beyond traditional golf aesthetics, giving Juice a recognisable visual language built around style, community and representation.
