Golf, without the ego.
Chunk Collective is an Adelaide-born golf apparel brand built around the lighter side of the game. Rather than taking golf too seriously, the brand embraces the bad shots, the banter and the social side of getting out on the course.
The visual identity takes its cue from the brand’s name, the humble golf chunk, and a wombat mascot.
The result is a bold, playful identity that feels distinctly Australian without leaning into the usual golf clichés.
The brand strategy was built around a simple idea: golf should be fun, social and not taken too seriously.
The client wanted to create a brand that felt different from the traditional, often highly polished and serious golf market. Their vision was to appeal to everyday golfers who play for the experience as much as the score, while creating a brand with enough personality to stand out both on and off the course.
Humour and self-awareness were central to the brand, with the identity embracing the inevitable bad shots, friendly competition and banter that come with playing golf.
The strategy established Chunk Collective as a brand that could bridge golf, lifestyle and streetwear, giving it the flexibility to connect with a broader community of golfers while maintaining a strong and recognisable point of view.
