F**K! S**T! DAM**T! These are common words used on the golf course. That's because golf is the hardest, most frustrating sport ever. You hit a tiny ball, with a tiny club, into a tiny hole, a large amount of yards away.

The people who play it adore it but love to joke about how unforgiving and challenging it is. And in a crowded category with over 300 competitors, one nameless golf company knew they couldn't afford to play it safe. So, they hired Unusual – an LA-based branding agency known for their unusual work – to build their brand from scratch. This included the names and packaging for all five of their launch products.

Unusual settled on the relatable world of frustration. They came up with the name WhyGolf? (as in why do we do this to ourselves) and positioned their training products as a way to make the hardest sport less hard.

For the packaging, Unusual used common curse words to highlight relatable golf woes and paired them with products that could solve their problems. For example, one of WhyGolf?'s products is the Skinny Cup. It makes the hole smaller so that when you remove it, it feels much bigger. The copy reads: S**T My putting sucks! Skinny Cups make the hardest sport less hard.

Their efforts helped make WhyGolf? the multi-million dollar business it is today. A business that, just a few years ago, didn't even exist.

For more information on Unusual, visit their website or follow them on Instagram.