Depique isn't your typical golf shop. It's a brand that has spearheaded change in the sector, focusing on personalization, innovation, and a distinctive customer experience. If anyone knows golfers, it's them. They're experts at understanding their challenges, needs, and preferences. But as we worked together, we realized their visual identity wasn't quite living up to their existing standards. It lacked coherence and purpose.

Their typography and graphic style were starting to fall short of what the brand represents today: dynamism, approachability, and constant evolution. The challenge wasn't just aesthetic, but narrative: to make the design reflect the experience players have when they enter the Depique universe.

To define the core of its visual communication, at identty we asked ourselves a key question: if we had to condense golf into a single word, what would it be? What symbol represents it universally, even for those who don't play? The answer was obvious: the swing.

Therefore, we proposed a visual concept that, like a golfer's swing, would have rhythm, control, and purpose. Inspired by the circular motion of the club during the iconic shot, we developed an art direction based on the swing effect: a visual resource that connects form and function, sport and design, essence and emotion, and that also reinforces the narrative and coherence of the entire graphic system.

In addition to the photography, we opted for clear, sophisticated, and legible typography, moving away from the inconsistency and visual clutter of the past. The choice to use lowercase letters in headlines is not accidental; it lends a modern, fluid feel and helps to minimize noise, ensuring a clear and easily grasped message.