WORK & CASE STUDIES


Burton Golf Bag

When Burton Golf Bags brought us in on the opportunity to create a new line of golf bags, we had to be more than product designers, we had to be storytellers. Burton, whose rich heritage dates back to 1907, had become a brand with a generic and unclear identity. We were asked to create a line of bags that would tell their story of tradition and restrained quality in a way that would be noticed, giving Burton a clear identity as the premier first-class bag.

The materials we used echoed the identity of the brand – luxurious and of the best quality. Taking the brand back to its roots, we minimized the aesthetics and added cleaner lines to produce simple, reserved bags that stood out from the barrage of competitor bags touting modern lines and designs. Made for a country club target that wasn’t interested in gadgets, our premier golf bag personified class and tradition.

The approach was a success. Our bag became one of the official golf bags of the PGA tour, the designs generated a host of industry press and featured several that resonated strongly with female golfers, carving out an increased market share.

Want to see our gorgeous back in action? Try getting a tee time with the President of The United States! The President personally selected one of our designs to use as his golf bag when he plays a round on the links, demonstrating the appeal to the upper-class market that our designs have.

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FRED SPARKS DESIGN, INC. ALL RIGHTS RESERVED. ST. LOUIS, MISSOURI USA 2016