With an innovative new line of guitar strings launching, it was clear we had to do something bold to keep our packaging from getting lost on the store walls. After some research and brainstorming, I hit on the idea to crop the corporate logo to its first initial- "D"- it made sense, after all, we'd been using it as a favicon and an avatar on social media for 2 years. Embossing this bold icon and adding a spot soft-touch varnish on top of a flood of silver metallic ink created a clean, modern design that commands attention on guitar shop walls and provides a great platform to launch product variants.