Print ad for the Triniti Ball Can. Written by Kevin Granato, Photography by Nicole Gazzano
As a Freelancer with Wilson Tennis I received the project of the Triniti Tennis Ball. It was a unique opportunity as I got to be apart of the Franchise logo process, packaging process, and marketing/social media process. I helped create assets to teach our market and consumers about the sustainability innovation Wilson put into this tennis ball and it’s packaging.
LOGO
The Triniti Logo is an ‘infinity triangle’. After many iterations of possible logos the Creative Team at Wilson ultimately voted on my logo as the one that embodied the new Triniti Tennis Ball. This 3 point purpose of the Triniti ball is where the Triangle shape came into play. One of the major points from this ball is that it has a huge sustainability story in it’s ability to not need to be pressurized in a plastic can, and that it lasts 4x longer, making it more durable and extending the life of a tennis ball. Because of that I needed to include the idea of a continued cycle. Drawing some inspiration from the Recycle logo and the general shape of the Infinity Symbol I landed with the Triniti Logo you see today.
I also explored fonts for the word mark that accompanies the logo and at times is separated from it. I was looking for a clean and balanced logo to match the sustainability angle and balance of the triangle. It was important to create a minimalist look and feel to accompany the idea of taking up less resources and closing a production loop for the way sporting equipment is made.
Final Triniti Tennis Ball Sleeve
Package
The packaging for Triniti was very unique as it’s the first tennis ball on the market that does not need to stay in a pressurized can, and keeps the integrity of a performance tennis ball; as well as being the first recyclable tennis sleeve. The sleeve (provided by the Product Team) is an octagonal tube made from cardboard vs a plastic pressurized can with a plastic top. I had to make this product stand out on the shelf, look premium and modern, but also keep it close to Wilson’s brand identity with a hint of teaching the consumer that this is still a competitive tennis ball to play with. It had to have identifiable brand equity and also the understanding of a premium tennis product. Through color choices that speak to the language of sustainability through it’s more pastel earthy tone and spot gloss finishing on the white card stock that speaks more premium design, I was able to achieve Wilson’s hierarchy of Wilson brand first, franchise brand second, and story third wile holding the integrity of a premium ball the market has never seen before.
A Triniti Can flat lay on a Tennis Court
I took a lot of care to collaborate with our Product team in understanding the innovation of the tennis sleeve’s materials. They helped me work with our vendors when needing to understand what finishes I could use that were 100% recyclable so that there were no complications when a player is to recycle this can when they are finished playing. With my Creative Director, Brand Identity Strategist, and Copy Write we carved out the story on the side of the tennis sleeve that needed to be translated into 4 languages for this global sleeve. It was a very long project that had to go back to the drawing board a few times in order to get it right. When we arrived with this neutral earthy blue, and pure white can with a matte and gloss finish I knew we FINALLY struck the balance we were looking for. It was a very challenging project as there was nothing to look to in the market like this. We had to create a new design language in the tennis space and teach our customer that sustainability is now in tennis.
This is a project I am very proud of and was happy to see from beginning to end.
See My Work on The Social Media Campaign
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