Elixir Cables

When W.L. Gore & Associates decided to leverage the success of their Elixir™ Guitar Strings brand in the instrument cable category, they came to us to develop a new structure and package design system for this new line of product. Elixir™ Cables is a high-end line of instrument cables that provide a more enjoyable experience through a coax cable design, delivering the lowest capacitance and purest tone for guitars. We created a clamshell structure with an outer paperboard wrap, which allows consumer interactivity while accommodating various cable lengths and connector configurations. Visual assets communicate superior quality and performance. Marketing communication establishes a powerful emotional connection with savvy instrument cable consumers by answering the question: “Do cables really impact guitar tone?”.