Branding for Juicy Lie Golf
Juicy Lie Golf Co. didn’t come to play by golf’s old rules—it came to rewrite them. From the beginning, our mission with this brand was to turn the beige sport bold. With an unapologetically loud tone and a product line of unorthodox club grips, Juicy Lie was positioned to speak to a younger, swagger-forward golf audience looking for something that felt more drip than tradition.
Bullhearted led the charge from strategy through rollout, crafting a brand identity system, a one-of-a-kind camo pattern derived from iconic golf course topography, an AI-fueled advertising campaign, and packaging designed to stop scrolls and spin heads in the pro shop. The brand officially launched in 2025—blasting color, attitude, and tour sauce into the game.
2025
Year
Juicy Lie Golf
Client
CPG, Golf
Client Type
Atlanta, GA
Location(s)
Brand Strategy, Visual Identity, Verbal Identity, Packaging, Advertising, Art Direction, Collateral
Services
Shifting the brand Strategy
Golf is undergoing a cultural shift. TikTok swings. Streetwear collabs. Trash talk and Tour Sauce. But while the energy of the game is evolving, the gear is still stuck in a sand trap. That’s where Juicy Lie comes in. The insight behind the brand: today’s golf consumer wants personality, not just performance. They’re not looking to fit in—they want to show out.
The name itself is a double entendre—both a tricky ball placement on the course and a callout to the game’s stale traditions. “Boring is a hazard™” became the rallying cry, flipping golf’s quiet conformity into a target.
Vibrant
Youthful
Progressive
CPG Visual Identity Design
We built Juicy Lie’s identity system to be anything but subtle. At the core is a heavy, custom-modified logotype with sharp confidence and a splash of swagger—notice the fluid wave integrated into the “I.” The visual language thrives on bold contrasts: electric pinks and yellows slammed against deep navy and bone white, pulsing with Gen-Z energy.
The brand’s custom camouflage pattern anchors the identity, but not in a military sense. It’s made from the topographic shapes of golf’s most iconic holes—Amen Corner, Pebble’s 7th, and more—creating a graphic system that fuses heritage with heat. Paired with type-driven layouts and irreverent language, every asset brings the brand’s ethos to life.
We tied everything together in a comprehensive brand book designed to guide product designers, marketers, and collaborators with clear, energetic direction. Every page reinforces Juicy Lie’s POV: if your gear isn’t bold, why are you swinging?
CPG Advertising Art Direction
To launch the brand with serious heat, we directed a campaign powered by AI-generated artwork that looked like a mix of hyperreal action sports, anime stills, and fashion editorial. The energy? Chaotic in the best way.
Each visual features stylized golfers mid-swing or mid-strut, drenched in paint, defying gravity, and dripping with color. Custom taglines like “Keep Your Scores Low and Your Style High” and “Extra Drip for Your Tour Sauce” drove the campaign narrative, hitting hard with the brand’s core audience.
The ads ran across wild postings, social reels, and digital platforms. Instead of modeling traditional golf marketing after old-school legends, we created new ones—turning the archetypal swing into an icon of rebellion.
CPG PACKAGING Design
The club grip packaging was designed to break the mold—literally and visually. No kraft board. No gold foil. Just explosive color, juicy typography, and the signature course-inspired camo pattern. The box is a shelf-shouter, built to look more like a sneaker drop than a golf product.
Front-facing callouts tell you exactly what you’re getting: bold grip styles with names that lean into slang, culture, and confidence. The packaging is just as much a collector’s item as the grip itself—perfect for the TikTok unboxing generation.
CPG COLLATERAL Design
We extended the brand into a full suite of accessories and apparel, including custom golf towels, branded hats, pins, and stickers. The crown jewel? A curved-bill cap with Juicy Lie’s crest mark and a high-vis yellow camo brim. The towel and tees use the brand camo as a base, with sharp typography overlays that turn basic gear into head-turning essentials.
These pieces don’t just support the brand—they make it wearable. The visual consistency across formats reinforces brand memory while letting players flex individuality on the course.
Project Recap
We extended the brand into a full suite of accessories and apparel, including custom golf towels, branded hats, pins, and stickers. The crown jewel? A curved-bill cap with Juicy Lie’s crest mark and a high-vis yellow camo brim. The towel and tees use the brand camo as a base, with sharp typography overlays that turn basic gear into head-turning essentials.
These pieces don’t just support the brand—they make it wearable. The visual consistency across formats reinforces brand memory while letting players flex individuality on the course.