A sports classic, refreshed. Etonic, a storied athletic footwear brand with roots in golf, bowling, and running, was in dire need of a brand revitalization based on declining market share. Beginning with their entire line of golf products, we reinvigorated the brand with a forward thinking brand identity system, packaging, and print campaign. With a history steeped in trendsetting, course-proven products, it was important that the entire system be led by a pervasive feeling of seriousness and passion for the sport.