Ernie Ball Accessory Packaging
Ernie Ball is the top-selling guitar string manufacturer worldwide and a favorite among influential artists like Jimmy Page, Eric Clapton, Jeff Beck, Keith Richards, and Buddy Guy. The company that started in Southern California in 1962 and helped shape the sound of rock’n roll is trusted by players of all levels and styles. With a mission to provide the best tools and solutions for musicians, Ernie Ball holds a significant share of the musical accessories market today, being present in more than 5,500 stores and exported to more than 70 countries around the globe.
The challenge: Despite Ernie Ball’s strong connection with musicians worldwide, its accessory packaging was visually fragmented, lacking a system. In a crowded market of music accessories driven by technology, Ernie Ball was looking to defend its position on the point of sales by modernizing its design language, reflecting the innovation of its products, and paying tribute to the rock’n roll culture as an essential attribute to the company’s personality.
The solution: We recognized it was crucial to align the digital and physical components of the brand with the immediate goal of creating an easily recognizable system that stands out on the shelves and differentiates from competitors. Our process included conceptual sketches, 3D renders, product photography, and technical solutions to final print-ready files, consolidating Ernie’s identity and delighting the consumers. We removed unnecessary elements and maximized the logo and product names. Our design direction included materials like metal foil, soft-touch coating, and spot UV finishes giving Ernie Ball’s packaging a vibrant contemporary aesthetic, still paying homage to the brand’s history and heritage.
Ernie Ball Accessory Packaging
Packaging & branding
Ernie Ball is the top-selling guitar string manufacturer worldwide and a favorite among influential artists like Jimmy Page, Eric Clapton, Jeff Beck, Keith Richards, and Buddy Guy. The company that started in Southern California in 1962 and helped shape the sound of rock’n roll is trusted by players of all levels and styles. With a mission to provide the best tools and solutions for musicians, Ernie Ball holds a significant share of the musical accessories market today, being present in more than 5,500 stores and exported to more than 70 countries around the globe.
The challenge: Ernie Ball is an iconic brand with a deep history and legacy in rock’n roll. Despite its strong connection with musicians worldwide, its accessory packaging was visually fragmented, lacking a system. In a crowded market of accessories driven by technology, Ernie Ball was looking to defend its position on the point of sales as an industry leader by modernizing its design language, reflecting the innovation of its products, and still paying tribute to the brand vision Ernie originally had in the 60s.
The approach: As part of the brand refresh strategy, it was imperative to align the digital and physical components with the immediate goal of creating an easily recognizable visual language that stands out on the shelves and differentiates from competitors. Our process included conceptual sketches, 3D renders, product photography, technical solutions to final print-ready files, with the overall purpose of consolidating Ernie Ball’s identity while educating and delighting the consumers.
The execution: We began the project by implementing a palette based on Slinky’s Day-Glo designs using two primary colors: neon green and pink, Ernie’s two most popular gauges. A dark purple background gradient was added to create contrast and vibrancy with the primary colors. We removed unnecessary elements and maximized the logo and product names with simplicity in mind. We invested in product photography, and we made sure to showcase the Ernie Ball artists when possible. Our design direction applied with metal foil, soft-touch coating, and spot UV finishes gave Ernie Ball’s packaging a vibrant contemporary aesthetic, still paying homage to the brand’s history and heritage.
