YouTube-famous golf instructor Shawn Clement asks a useful question. Why do you play? One of his answers is simply this: to “enjoy the ballflights.” It wasn’t an answer I expected. But the ballflights are most certainly enjoyable. And unlike the testing seriality of score-keeping and medal golf, most golfers can hope to create a ballflight—maybe even just one in a round—that, if you squint, seems to approach the platonic ideal.
We wanted to create a patch design that acknowledged this idea in the form of a jarring imperative. We borrowed heavily from classic beer labels and found a way to work the jolly putter into the composition.