Bring Back the Soul
An aimless team brand, a struggling organization, and a losing record. A recipe for “Rebrand”.
The San Diego Padres are in our in our backyard, so it’s easy to pick up on the overall temperature of fans discontent for their beloved, nostalgia-fueled baseball club. In the mid 2000’s, the Padres nobly cleaned up the Pads look to refresh their spirit and build a champion-worthy team with a more buttoned-up, professional system with a geographical color palette. It had more San Diego ties, but was somehow less San Diego than ever. One thing they had going for them, was a bold, no frills approach to their brand an uniform system. The confusing transition resulted in many variations of alternate and throwback unis to make fans happy, but ultimately clashed and scattered the core brand. We reimagined a concept rebrand for how the Padres could continue the path of professional, but tie back to their roots without looking like a “throwback” team.