With the packaging of its new HX lines, Callaway wanted to highlight innovations in the design of its golf ball. To accommodate this need and still keep the outside of the box graphically clean, we put the technical information on the covered sides of the box. The lid is short and exposes a peek of the information underneath, sliding up to reveal diagrams on ball aerodynamics and structure. The boxes have been embossed, debossed and treated with matte and gloss varnishes to give them a tactile quality that relates to the ball surface.

“The packaging is solving a lot of interesting problems.”