MANORS rebrand

 MANORS Rebrand

Golfing upstarts, MANORS, were looking for a brand to help them move into the performance space.

Their intention was to make clobber you can wear on the course as well as down the pub.

Golf has been going through a rebrand of its own in recent years with a greater uptake from a younger, diverse audience, bringing with them more of an adventurous outlook. MANORS represent this new generation of golfers - players looking to travel and explore the frontiers of the game, rather than being content to play their local course week in, week out.

We developed the internal proposition of “18 holes anywhere”, which informed all of our work.

At core of the brand is our Mblem - a mark made of 18 holes.

In addition to the core identity, we created a further 18 bespoke patterns, based on the hole maps from 18 different courses. Keen to give a nod to the game's heritage, each of the holes was taken from different courses from The Open.

For this, we created a generative design system (affectionately named the Golf Course Generator™).

This system enabled us to assign letters to the various levels of terrain on the individual holes, giving each its own distinct appearance. The lightness of the patterns balances the boldness of the core identity.

As the brand moves ever-forward, new maps will be added to this core set to accompany the release of new lines and collaborations. All in all, the brand’s new identity seamlessly reflects how the guys see the game - anywhere can be your MANOR.

The first campaign was shot on The Machrie - a resort on the very remote Hebridean island of Islay.

A brand for the explorer from the outset.