For this new ammunition brand, brand identity on the retail shelf was extremely important. We opted for a bold black and brass color theme, which not only reflected the material used to make the product but also a high-end presence.

The initial packaging was designed by the box manufacturer, but it ended up looking like every other box on the shelf. We did a deep dive into the competition, price points, and sub-categories that the packaging solution needed to account for and proposed an option that was much more cost effective and the simplicity got shoppers eyes against all the other busy packages.