Birdie - Packaging by shengjie Wu

Packaging, Brand Identity, Strategy, Craftsmanship, Photography

Photography and Design by

Birdie is a hypothetical branding packaging for golf beginners. Birdie aims to create an accessible product with affordable prices and a minimalist and modern brand vision to attract consumers from various social classes.
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Many people would say that golf is a luxury sport for rich kids and old people. But, it’s not just for the rich. There are affordable public courses, and initiatives exist to make golf more accessible to a broader range of people.

Logomark

A geometric logo is composed of two golf balls and a golf club, this combination happens to be in the shape of a B. The font with a slight angle expresses the elegance of golf, but also the speed and movement of swinging.

Packaging in the Store

In order to see the real-world visual of the packaging, I took the packaging to a golf shop and took the following photos. The minimalist design, typography, and bright colors make it stand out among many golf products.

Packaging on Golf Course

In order to promote the product, I took the product to the golf course and took some photos. Used the real golf environment to allow customers to embrace the attribute of the product and golf world. I also showed some small details in the packaging design, including the list of items inside the kit and open ceremony of the packaging.

Die-cut file

By designing a 2D graphic with die cuts, I saw how flat paper can be turned into a physical container. All graphic elements and designs are inspired by golf courses and golf. The use of green brings friendly and fresh attributes to the audience, and the use of golf texture to convey the concept of golf balls.

Posters

The circular element on the logo is used to convey the ball's trajectory with the swing movements. Different objects in the kit are also displayed on the poster. At the same time, the characteristics of golf and the core concept of birdie are conveyed in geometric illustrations.