The brief
There was no quality, kid-centric golf apparel to buy. The big brands carried a handful of kids' styles, few colourways, and sizes that were gone by the time you found them. Meanwhile two brothers, nine and six, spent a school holiday drawing fish, and the drawings were too good to stay on paper. The brief wrote itself: build the brand that should already exist, and let the artwork lead.
The thinking
Most kids' brands are adult brands softened. This one had to be the other way round: alive and class, fun without being cheap, with an edge that lasts. The name does the work. Play is the point. Wild is who you are before anyone tells you to calm down. Together they are a feeling, that school-holiday energy carried onto the course.
Two rules protected it. The drawings are never altered, because they are the brand. And the boys' own artwork replaces stock photography, always. The founder credit, Designed by BB, keeps the story honest on every label.
The work
Brand foundation: story, voice in two registers, slogan system with a line for every surface (Play Wild. · Draw Your Game. · Made for kids who play wild.). Identity: the fish as the visual heartbeat, a six-colour palette split into two collections, one per brother, and the BB monogram whose negative space forms a golf hole from above.
Product development from there. Fabric and sourcing guide for a polo that is light, breathable, and actually fits. Tech packs for polo, cap, shorts, socks, and golf bag. Swing tags, patches, and packaging with the copy locked to the millimetre. Then the commercial layer: Shopify build with micro copy written in the brand's voice down to the 404 page, social platform setup across the playwild.golf and playwild.nz surfaces, and the Play Wild Playbook, a card-based retail and digital add-on.
The word
No mood boards. No agency. No brief. The artwork went straight from pencil to product, unaltered. Exactly as drawn.
Narissa Taylor · Founder