Page 10 - Revised Capel & Co 060525

Strategic Brand Alliances
• Clare Haggas: • Boss & Co:
• Church’s:
• Field & Moor: • Thomas Pink:
Walking Gun Field Sports Photography Proposal to Capel & Co
Limited edition scarf in cartridge colours Co-branded campaign on "balance in design" Shooters’ travel boot kit
Cartridge belt + shooting boots
Game day shirt with cartridge cufflinks
Inspiration from Uploaded Examples:
Matte backgrounds inspired by Walking Gun’s use of cream, burgundy, and olive green create a tactile, luxurious experience — far from the glossy, high-contrast visuals of competitors.
Typography evokes historic typesetting. Inspired by fine book covers, with strong leading and kerning. Iconography placement is minimal and balanced — the lion and cross are used subtly, never dominating the design.
Shell Design uses embossed gold foil or cream-on-green print with matte-finish brass casing. Elegant without being flashy.
Why it Works:
• Shelf standout due to refined minimalism in a market dominated by clutter.
• Emotional resonance through use of heritage elements.
• Sustainability through recyclable, biodegradable packaging materials.
• Consistency across shell, box, website, and merchandise — rare among competitors.
Importance of Brand Association
In premium sectors, customers buy more than products — they buy stories, identities, and aspirations. CAPEL & Co. positions itself within a network of cultural symbols that reinforce its values: heritage, excellence, fieldcraft, and refinement.
Strategic brand associations help to:
• Borrow trust from established partners like Field & Moor, Clare Haggas, or Thomas Pink.
• Embed CAPEL & Co. in lifestyle ecosystems, not just cartridge boxes.
• Create moments of emotional recognition, e.g., when a gun sees the lion motif across their diary, shell, and
scarf.
• Importantly, associations must be authentic and coherent. CAPEL & Co. avoids over-commercial tie-ins and
seeks partners that share its tone and prestige.
Working with Walking Gun
Walking Gun is not just a design studio — it is a strategic partner immersed in the culture of fine shooting. Led by Jeremy Pascoe, Walking Gun brings together a rare blend of creative flair, field experience, and commercial insight.
Our approach is rooted in:
Design literacy: A mastery of typography, layout, and symbolism that rivals top branding firms. Market sensitivity: Deep understanding of what game shooters value — beyond mere aesthetics. Luxury mindset: Prior work for premium clients proves an ability to create timeless, elevated brands.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE