Since most golf brands and packaging focus more on the men, I decided to take a different approach to my target audience and create a sub-brand for kids under the legendary Callaway Golf brand. My concept was to make an appealing and fun package that uses the design and feel of the actual golf ball and incorporate it into the design. Smiles was my inspiration, to make kids smile, so why not put smiles on each box? haha On the back of each box is little golf related jokes and activites I have created. I kept true to the original Callaway brand by keeping the "C" in my revised logo. I went through several characters such as pirates, kids with braces, and animals before I settled on a more of an abstract character set.