Amplifying a Legend: Reimaginig the Elixir Brand to Stand Out on Shelf and Online
Bringing New Energy to a Legendary Sound
Elixir Strings turned to Bailey to reimagine its brand for a new generation of musicians. The task: modernize the look and feel, update the identity, streamline packaging and create authentic content that connects with players—both on shelf and online—without losing the brand’s trusted heritage.
By listening to players and retailers, Bailey uncovered the need for faster product navigation, stronger and more sustainable packaging, and a more premium, inspiring brand expression. The result is an integrated solution that unifies structure, design and storytelling—reducing cost and materials while elevating every brand touchpoint, from retail wall to unboxing to tradeshow and digital experience.
Visual Identity Evolution
We began with the creation of a new logo, replacing the outdated script with contemporary typography that modernizes the brand and evokes technical precision. Next, the brand packaging was redesigned with bold color coding and a wave motif inspired by sound and performance. The sound waves, which are unique to each instrument type (acoustic, electric and bass guitar), further segment each package, while a larger, embossed Elixir logo projects confidence and craftsmanship. Together, these updates ensure that Elixir stands out—vividly and unmistakably—on shelf and in digital spaces alike.
Structural Packaging
Thanks to a proprietary new structure developed by Bailey, the redesigned packaging also reimagines the unboxing experience. Every interaction—from the first tear to the reveal of the strings—feels more intentional, premium, and connected to the joy of playing. By simplifying the structural design and optimizing print production, Bailey reduced the amount of paper and ink used while increasing the size of the principal display panel. This resulted in cutting costs and improving sustainability while making the packaging experience more impactful, engaging and memorable.
Structural detail of the new package back
New package structure (magenta) as compared with the old (cyan)
Authentic Content Creation
To extend this refreshed brand into the world, Bailey led a four-day, multi-location content production capturing real players in authentic moments—rehearsing, recording and performing. The resulting library of photos and videos has become a rich storytelling toolkit for Elixir’s website, social channels and retail partners, helping the brand show up with the same energy and authenticity that players bring to their music.
The Result
The outcome is a unified evolution of form, function and feeling. Elixir’s refreshed identity and packaging now reflect the spirit of the players it serves—modern, expressive, and deeply connected to the craft of music. With clearer navigation, a more sustainable design, and a library of vibrant new content, Elixir now stands stronger than ever—on shelf, online and in the hands of musicians around the world. And perhaps most importantly, this renewed foundation set the perfect stage for the debut of Elixir Attune—the brand’s first new product in over a decade and its longest-lasting, top-of-the-line string. The success of the redesign not only elevated the brand, but created the ideal platform for Attune’s launch and the next chapter of Elixir innovation.
Packaging Results by the Numbers
- 9% reduction in paperboard use
- 16% increase in package facings per press sheet
- 9% increase in principal display panel size
- 29% increase in packages per pallet
- 25% more packages can fit in the same space at retail
“Bailey captured the essence of Elixir. The new packaging is smarter and more sustainable, the unboxing feels special and the content makes our brand come alive for players everywhere.”
—Client, Elixir Strings
The impact at retail of the new Elixir packaging (Bottom) vs. old ( top) is immediate.
