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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. First, the new packaging had to retain the equity that had been built over the years with it's iconic XL circle graphic identity. And secondly, the line had grown to include multiple sub brands and numerous SKUs which proved to be a huge information architecture challenge. Through the addition of photography we were able to impart a new visual vitality which appealed to the modern guitar player. And with careful consideration and planning we were able to leverage color and typography to create a design system that allowed players to easily find the specific product they desired.