Ashaway are manufacturers of world class racket strings used by many of the world's leading professional players. I've been working with them and their main distributor in the UK, Goode Sport, since 2010 to develop their print design and advertising.
I wanted to create a consistent style that could be applied across all the Ashaway products while defining the indivual sports enough for quick ientification when searching for the product.
I chose Helvetica Neue as the primary typeface becuase of it's durability accross layouts. It was also important not to potray any emotion or a particular approach with the typography because of the wde range of Ashaway products. I assigned each racket sport (tennis, squash, badminton and racketball) a defined colour and made the product title the most dominant element to the packaging.
Ashaway were extremely happy with my approach and decided to run the new designs across all their products last year.
I wanted to create a consistent style that could be applied across all the Ashaway products while defining the indivual sports enough for quick ientification when searching for the product.
I chose Helvetica Neue as the primary typeface becuase of it's durability accross layouts. It was also important not to potray any emotion or a particular approach with the typography because of the wde range of Ashaway products. I assigned each racket sport (tennis, squash, badminton and racketball) a defined colour and made the product title the most dominant element to the packaging.
Ashaway were extremely happy with my approach and decided to run the new designs across all their products last year.
