The full package is a set of enveloping items — an outer box, a mylar pack, and interior paper envelopes for various string gauges.
Gauges are color coordinated for point of purchase visibility. Along with color ways, unique hook phrases and custom typography were developed by Studio On Holiday for each gauge. These established the visual system for ad spots.
Studio On Holiday also conceived an online video campaign featuring musicians who have a reputation for abusing their strings. In the series, we give viewers a peek into guitarists’ home environments while they try their hardest to break strings.