D’Addario’s line of XL guitar strings has been the industry standard for decades, but recently competition has begun to encroach and take market share. To reverse this trend it was decided that the packaging needed to be updated to attract a new generation of guitar player. The project had two major challenges—it needed to retain the equity that had been built over the iconic years and serve the large number of SKUs and sub brands that had emerged.
Through the addition of photography, VSA was able to impart a new visual vitality, which appealed to the modern guitar player. And, with careful consideration and planning, VSA was able to leverage color and typography to create a design system that allowed players to easily find the specific product they desired.