When Ernie first launched his line of guitar strings, he decided to use Day-Glo colors on the packaging to differentiate the gauges and to make his products stand out on the shelves. No other strings were doing that at the time, and this was the beginning of the psychedelic 60’s.

Pretty soon the neon colors were associated with his brand, standing alongside his logo, designed by no other than Robert Crumb. Ernie Ball products embraced the California culture of surfers and rockers. Ernie, his products and his design vision helped spread this lifestyle worldwide.

In the process of designing the new packaging, I wanted to keep the neon green and pink as the primary colors (the most popular string gauges, regular & super), maximizing the Ernie Ball logo and product name, and cleaning all other graphic elements to give a modern looking feel while still paying homage to the brand's history.