LITTLE SUNDAYS
Founder Jake Kuper
(87)BrandLaunch • Rebrand from side project to business · Identity, voice, mascot, packaging
Jake learned golf from his dad, and then he built a bag for his daughter.
Jake Kuper grew up on the course with his dad. Little Sundays was his way of passing that on, with kids' golf bags named like ice cream flavors: Almond Albatross, Strawberry Shortgame.
It started as a side project. Jake wanted it to become a real business, without losing the warmth that made it his.
We sharpened the strategy, built the identity and voice, and introduced Caddie, a golden retriever in course-ready attire. Then we handed over a toolkit for packaging, pro shops, and social that rolled out without slowing the business down.
“The rebrand of Little Sundays turned out better than I could have ever imagined.”
Jake Kuper, Founder
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Little Sundays started with a simple problem. Jake wanted a golf bag small enough for his daughter to carry. Nothing out there fit, in size or in spirit. Kids' golf gear felt like an afterthought.
So he made one. The same way he learned the game, standing next to his dad.
By the time Jake came to us, Little Sundays had outgrown the side-project stage. The brand hadn't. We started with a Focus workshop to name what made it his. Family first. Approachable. A little nostalgic. Premium where it counts.
We built everything around his mantra, "Crafted for Courses, Made for Moments." Every bag got an ice cream flavor name. The wordmark got a playful serif with a golf ball dotting the "i." And we introduced Caddie, a golden retriever in course-ready attire. Then we handed Jake's team a toolkit for packaging, embroidery, pro shops, and social that rolled out without slowing down a single order.
Since then, Little Sundays has kept growing. You'll find the bags at courses, clubs, and boutiques across the country. The line now includes toddler club sets. Jake teamed up with Paré Golf on a collab bag. And Little Sundays was featured at the Masters. Not bad for a bag that started in his own backyard.
Brand Focus
From the start, Little Sundays embraced the mantra “Crafted for Courses, Made for Moments,” embodying four key attributes: family-oriented, approachable, nostalgic, and premium in craft. Drawing on the founder’s memories of golfing with his dad, the brand encourages parents and gift-givers alike to pass down a similar bond.
We helped refine Little Sundays’ vision to spotlight not only their array of vibrant golf bags for kids but also the deeper purpose behind them. From enticing product names like Almond Albatross and Strawberry Shortgame to an overall “ice cream flavor” concept, the brand highlights lighthearted fun. Our strategic guidance ensured Little Sundays’ growth—from passion project to thriving enterprise—stayed true to its warm, weekend-pastime energy.
Brand Design → Voice
To capture the heart of Little Sundays, we crafted a voice that balances golf’s legacy with a family-centric, energetic tone. It’s welcoming, upbeat, and designed to remind people that every swing is a chance to create cherished memories. Simple, resonant taglines, such as “Made for Moments” reflect the spirit of playful discovery that parents want to share with their children.
We established clear messaging guidelines for social posts, product descriptions, and overall brand storytelling to ensure a consistent voice across all touchpoints. This approach bridges the gap between new parents exploring golf for the first time and longtime players looking to pass on a tradition.
Brand Design → Visuals
Building on the “modern tradition” theme, we began by establishing a color palette inspired by the natural beauty of golf courses—lively greens, warm sands, and bright skies.
Our studio then designed a flexible identity system featuring a refined, playful serif wordmark with a dotted “i” that nods to a golf ball. We introduced Caddie, a golden retriever mascot in course-ready attire to deepen the family-friendly appeal further. Every detail, from bag patterns to brand collateral, carries a sense of approachability and fun. These visual elements help Little Sundays transcend typical sports branding, positioning them as a welcoming invitation to families excited to share the game.
“Working with EightySeven helped bring the heart of the Little Sundays brand to life.”
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The rebrand of Little Sundays turned out better than I could have ever imagined. As a founder, working with EightySeven helped bring the heart of the Little Sundays brand to life.
They captured the meaning and emotion behind the brand in a way that gave us the confidence to proudly share the deep ties between our company and our family.”
Jake Kuper, Founder, Little Sundays
Brand Activation
Our collaboration culminated in a brand toolkit that set Little Sundays up for success across multiple channels, from pro shop activations to social media campaigns. We provided strategic input on packaging, embroidery, and other key production elements, ensuring the rebrand could roll out without slowing existing operations.
With a cohesive story and actionable ideas, Little Sundays transformed its new look into a true business-building asset. Beyond a visual refresh, this activation underscored the brand’s commitment to tradition, joy, and connection. Now, parents, kids, and golfers everywhere can unite under the concept that there is a place for the family in golf.
