D’Addario
XL Packaging

D’Addario’s line of XL strings have been the industry standard for decades, but competition had begun to encroach and take market share. To reverse this trend, the packaging needed to be updated to attract a new generation of guitar player while retaining equity and serving a large number of SKUs.

Photography, color and typography were used to appeal to a younger generation of guitar player, as well as a design system to help players easily find specific products.