W.L. Gore Elixir Cables Package Design

W.L. Gore engaged my previous employer, Design Force, to develop an innovative package structure and design for their new and technologically advanced instrument cables, Elixir Cables, which capitalized on their successful Elixir Guitar Strings brand. As the Art Director on the project, I developed the structure solution, and the package design system, which feels upscale to match the price point and clearly explains the point-of-differentiation regarding their technology, when compared to competing instrument cable brands. This project was developed while at Design Force, inc., under the creative direction of Ted Mininni and in collaboration with the team.