PURE Grips - Brand

In golf, it’s all about the shot. From stance to swing to equipment, golfers are seeking a way to find that one perfect shot that will put the ball exactly where they want it. That focus on perfection was the driving force behind the innovation of a new grip combining a revolutionary tapeless installation system with a 100% pure rubber material that is tacky, extremely weather resistant and available in a variety of feels designed for the competitive weekend player all the way to the pro golfer. The product had everything. Except a name. And a brand image. Fortunately, at {e} house, we know a little something about the quest for perfection.

Using extensive market research focused on determining what golfers and golf retailers want, we and the makers of these innovative new grips concluded we needed a brand image that could speak to both the technological advancement of the product and the way the grips improve shots by helping golfers connect more fully with their game. This duel technological/emotional branding initiative led to the name: PURE Grips. The name captures everything the product stands for, referencing the way it helps create purer shots and also referencing the proprietary, 100% rubber formula that makes the grips unique. This simple yet meaningful name led directly to a simple yet powerful logo and an overall brand design that combines the pure lines and green colors of a good golf game with a thoroughly modern feel. Together, the PURE Grips name and graphic look clearly communicate the product’s devotion to the game and its ability to improve a golfer’s shot.

The commitment to creating the right brand name and brand image for PURE Grips has successfully set the product apart from its competitors, making it readily identifiable in the marketplace. Those introduced to PURE Grips easily remember the product’s name and deliverables.