We had the opportunity to work with DSG a few times, and some of my favorite projects included Primed and the Tommy Armour ‘Atomic’ golf club line.
The color palette was chosen by testing out different color variations directly on photos of their products (a line of sport training equipment), and contrasting it with competitor color schemes knowing they would share shelf-space.
We tested several different color schemes on the products and packaging, and finally landed on a cool, high-vis yellow-green and a dark navy blue to contrast it. Playful patterns added visual interest and provided a differentiator from their competitors that utilized very minimal graphics.
After settling on a logo and some color testing on product mockups, we decided on a sleek black and red palette.