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Putting a New Spin on a Brand Legacy

With a brand heritage that dates over 130 years, Spalding understood that future category dominance required optimizing its brand today. Unfortunately, the packaging did not support Spalding’s leadership position in the category or in-store presentation.


To solve for the number one shopper frustration – navigating the varied and numerous Spalding options, we created an easy to shop system where the performance level, ball size and surface type were clearly designated by color segmentation and a well-defined communication hierarchy. Following the shopping architecture we established, Sports Authority reset their shelves to follow the new system. Spalding shares increased by 20 points. 


Packaging Design

Structural Design

Photography & Illustrations

Production Management

Point of Sale

Spalding Before Redesign
We optimized the Spalding brand by utilizing its signature blue color to create a unified brand image across all products. 
Line of Spalding Basketball Packaging
By prominently placing the NBA icon on every package,
we further promoted Spalding’s longstanding title as the Official Basketball of the NBA. 

Our easy to shop system clearly communicated the performance level, ball size and playing surface with color segmentation and information tabs, while custom designed corrugate structures gave consumers the ability to test ball size and surface  in-store.

Spaldng Never Flat Basketball Package Design by Hughes BrandMix
Innovative balls such as the Never Flat were packaged in a hybrid structure with a thermoform tray that doubled as
ball storage after purchase. 
ReaLemon Package Design Hughes BrandMix
Castrol Power System Package Design Hughes BrandMix
Dog Combs Package Design
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