Crown Sporting Goods

Packaging and identity system for a line of lawn games

Client/Publisher

Crown Sporting Goods. A brand that offers entry-level, budget-friendly, sporting goods to beginners in pursuit of an active lifestyle.

Target Audience

The head of household looking to entertain at their outdoor functions without using screens.

Project Brief

Create an attractive retail-friendly line of lawn games that would appeal to those who wish to start an active lifestyle with their family.

Role

• Art Direction

• Identity Design

• Print Design

• Packaging Design

This project included the creation of a line of products that would resonate with an audience that is considering purchasing multiple lawn games at once to entertain their immediate family. They may not own any lawn games at all but, with a consistent look and feel, they may be more inclined to pick up a few during spring. In the market for home entertainment during 2020, the desire to stay mentally well through physical activity was more important than ever and lawn games were a great way to interact with others while getting sunlight, mental stimulation, and moderate exercise. To abandon the screen and enjoy some time playing games outside with your immediate family is exactly what this line facilitates.

The line includes products such as ladder ball, beginner bocce, cornhole, tic tac toss, giant four-in-a-row, tee ball, croquet, softball, and giant stacking blocks.

Process

Creating the identity for this line of products required the use of bold design elements through gorgeous photographic closeups and bringing Crown's established color palette to the forefront.

Visual Identity & Packaging System

Crown's visual identity is intended to be a balance of simple elegance and intensity. Within its palette, the red brings an element of dominance and activity, while the black and white bring a sense of refinement. The logo is a rigid crown brought out by the wear of a shoe sole pattern. There are no textures in order to convey a sense of sleekness and streamlined activity. The packaging system is as efficient and sleek as the spirit of the logo mark, embodying the elegance, simplicity, and intensity of large and tight-cropped images of the products.

Zack Marsh Design, Crown Sporting Goods, branding color

Zack Marsh Design, Crown Sporting Goods, branding typography

Zack Marsh Design, Crown Sporting Goods, product photography, ladder ball

Zack Marsh Design, Crown Sporting Goods, die line, packaging design

Zack Marsh Design, Crown Sporting Goods, 3D conceptual, packaging design

Zack Marsh Design, Crown Sporting Goods, 3D conceptual, packaging design planogram

Product Photography

Photography for the packaging

Zack Marsh Design, Crown Sporting Goods, product photography, beginner bocce

Zack Marsh Design, Crown Sporting Goods, product photography, batter's box

Zack Marsh Design, Crown Sporting Goods, product photography, lawn bowling

Zack Marsh Design, Crown Sporting Goods, product photography, touchdown toss cornhole

Zack Marsh Design, Crown Sporting Goods, product photography, giant four-in-a-row

Product & Packaging Designer

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