How we developed a premium unboxing experience for Golf Pride

Golf Pride sought limited edition packaging for its golf grip kit collaboration with Underrated. The design had to reflect the partnership, highlight the premium nature of the products, and align with Underrated’s mission to promote equity, access and opportunity for student-athletes. The challenge was to craft a luxurious, striking unboxing experience that seamlessly told the story of both brands.

Our design team created a rigid, two-piece box that blended storytelling with luxury. The exterior featured young golfers from the 2023 Underrated Tour Championship, while the inside embodied luxury with a soft-touch matte finish and metallic details. The unboxing experience unfolded in four key moments: a striking exterior, a brand story, a layered product display, and a keepsake box—each layer enhancing the unboxing journey. 

The final product successfully blended design and storytelling, setting a new standard in golf grip packaging and elevating it to the status of a collector’s item. Its launch on Stephen Curry’s social media gained over 4.5 million views, generating excitement among athletes, celebrities, and golf fans. The project’s success came from seamless collaboration between our design teams in the U.S. and Taiwan, with Curry and his team involved in refining every detail.