Global rebrand
for a sporting
giant

Dunlop SportsLove The Game

After 130 years as a strong player in racket sports, Dunlop’s brand presence had diminished. It was time to revive this iconic heritage brand. We came on board as a strategic and creative partner. Our brief was to help Dunlop reconnect with its consumers. To create a meaningful, relevant brand message and a visual identity to sum up who Dunlop had become.

Understanding what drives Dunlop

We started by creating a road map for the brand, a brand strategy and a positioning that communicated the essence of the Dunlop experience – a love of the game that unites all players. While empowering them with beautifully designed, technically sophisticated sports equipment. Improving the game with every product.

Revitalising the spirit of Dunlop

With the brand positioning in mind, we created a flexible identity system that gave each of Dunlop’s five racket sports their own style, remaining part of the overarching brand.

With all the groundwork covered, it was time for a global website roll-out, new business system and refreshed packaging. We weaved the new brand and identity consistently through every touchpoint.

Everyone’s loving the game

Dunlop has been a text book example of consistent branding across all touch-points. And an A-Z brand revival story, resulting in an exciting journey and a future-proof brand that boldly says Dunlop is back, enhancing every player’s game.

“From day one you got it. You had little to no information before you came in to pitch but you already understood what the brand needed and quickly developed a strategy to achieve this.”