Louisville Slugger
After 130 years, Slugger still reigns supreme as the preferred bat for MLB players. But with competition from startups intensifying and consumer demand for a ‘badge brand’, the company found itself in a branding and design crisis.
It was time to bridge the gap between the past and future of Louisville Slugger. The goal was to strike the right balance between heritage and innovation in order to tell a truly compelling, ownable story.
Consumer Research · Journey Mapping · Equity Evaluation · Portfolio Architecture · Brand Identity
Visual Language · Packaging · Brand Training · Production