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.

Louisville Slugger Brand Identity by Sterling Brands
Black Louisville Slugger bat with updated LS badge designed by Sterling Brands.
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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.

 
Updated Louisville Slugger Logo Design by Sterling Brands

  Consumer Research · Journey Mapping · Equity Evaluation · Portfolio Architecture · Brand Identity

Visual Language · Packaging · Brand Training · Production

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