Project Brief.
The brief focused on designing a visual aesthetic that supported and enhanced the Slazenger 'Multifibre' innovation in hockey stick construction and their strong hockey heritage. The N-Pro range (high-end) needed to appeal to professional players and provide a strong brand element that could be clearly identified during televised matches. The Pro range (mid-range) focused on younger players, but effective visual ties between the two ranges was essential in creating the aspirational element. The design of the new Multifibre logo was also included in the brief.
N-Pro.
Professional hockey players often tape up the head of the stick, so it was essential that the key branding remained clear of this area. The scratch marks were initially introduced as a 'window' on the Multifibre construction - 'visual technology' being seen as a key element in the design - but the marks became an iconic visual element that are still continued in high-end Slazenger sticks today. Use of the cat, instead of the longer Slazenger logo, kept the design sleek and clean, and ensured that the brand was easily identifiable. The hockey heritage was hinted at with the coat-of-arms graphic.
Pro.
The Pro range took a more playful approach, incorporating both the coat-of-arms and scratch marks but implementing them in a more graphical way. Only one side of the stick was branded with the cat, allowing for greater space for other graphics.
Portfolio (select a thumbnail).
