Table Tennis. not Ping-Pong.
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- Competitive Analysis and Positioning
- Creative Direction
- Packaging Design
- Julie Hope: Design
- Brandon Groves: Design
- Kyle Redmond: Creative Direction
STIGA is considered the #1 brand worldwide in Table Tennis. Table Tennis (not ping-pong*) is considered a very serious sport internationally, but inside the USA it is a more casual activity. The packaging design also need to sell in and through in Sporting Goods stores nationwide.
In order to pay homage to STIGA's competitive roots and presense throughout the world, we had to develop a packaging solution and identity that leaned into that. The solution also needed to be approachable and fun, nodding to the past-time aspect of Table Tennis (again, not ping-pong*) in the USA.
*Ping-Pong is a brand, not an activity. It has suffered from a very similar fate as Kleenex and should serve as a warning to those who would skimp on protecting thier brand at every opportunity.