Jim Dunlop is a legendary manufacturer of accessories and effects pedals for the rock worlds. We were invited to design the packaging to launch a their brand new line of guitar strings.
Our concept was eco-friendly pouches, which were unheard of at the time, and have since become industry standard packaging.
We also explored and new brand look & feel campaign that celebrates everything music and Dunlop.
We did crazy stuff like putting music pedals on plates of mexican food and sexy shots in the bedroom, all in good fun. We took lots of photos, and even experimented with product videos, that have since become widely used.
This exploration helped Dunlop to visually evolve their identity, and to adopt a new way thinking about their brand, that resonates in all of their visual marketing materials to this day..
Project Scope: Packaging design, brand look & feel exploration