Louisville Slugger

A Rebrand Grand Slam

Brand Positioning, Visual Identity

When you hear a home run, it’s most likely the crack of a Louisville Slugger. After 130 years, Slugger still reigns supreme as the preferred bat for MLB players. But how much longer could it last? With competition from startups intensifying and consumer demand for a ‘badge brand’, the company found itself in a branding and design crisis. It was time to bridge the gap between the past and future of Louisville Slugger. The goal was to strike the right balance between heritage and innovation in order to tell a truly compelling, ownable story.

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