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Work
Maxfli Golf
Taking a swing at the competition.
tags: Packaging, Case Studies
Where do you go when you’re stuck in a divot? If you’re TaylorMade-adidas, you go to someone who knows how to get a brand off the ground – Miriello Grafico. Hired for several key initiatives, including a packaging system for their line of Maxfli golf balls, MG scored a hole-in-one with golfers not fitting into the often-stereotyped country club image.
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“Miriello Grafico supplied us a strong foundation to promote and celebrate our unique renegade brand.”
— Craig Barez
Creative Director, TaylorMade-adidas Golf
The Challenge
Successfully develop a unique personality for ten golf ball types, while unifying them under a new Maxfli renegade brand.
Brand Expression
John Daly. To golfers and fans around the world, the name alone conjures up images of hard working good ol’ boys and living life at the extreme. So when John Daly became a spokesperson for Maxfli, MG stepped up the brand’s image by creating a new “maverick” persona to match his spirit. By incorporating John Daly himself with striking bold graphics throughout strategic, multi-tier packaging initiatives, MG opened up the brand to previously untapped target audiences.
The Results
A greater ability to sell in Maxfli golf ball product lines to retail outlets, along with increased shelf presence.