Page 3 - Revised Capel & Co 060525

Walking Gun Field Sports Photography Proposal to Capel & Co
CAPEL & Co. – Premium Game Cartridge Brand Proposal
Introduction
In the world of British game shooting, tradition is everything. From the cut of a tweed jacket to the craftsmanship of a side-by-side shotgun, every element tells a story. It is in this world — where performance is measured not just in precision but in heritage, respect, and elegance — that CAPEL & Co. was born. A premium shotgun cartridge brand aimed squarely at discerning game shooters, CAPEL & Co. aspires to deliver more than function: it delivers a lifestyle grounded in British heritage.
The contemporary cartridge market is saturated with brands that cater primarily to technical performance and clay shooting sports. While innovation has its place, there remains a substantial gap in the market for cartridges that honour the cultural, aesthetic, and emotional traditions of driven game shooting in the UK. Too many brands either rely on garish visual identities or adopt military-inspired aesthetics better suited to American hunting markets than to an English field.
CAPEL & Co. stands apart. Drawing inspiration from a centuries-old family crest, CAPEL cartridges combine heritage symbolism — the lion and cross — with a refined visual identity that reflects the values of game shooters: poise, precision, tradition, and performance. This proposal sets out the competitive landscape, explains how CAPEL & Co. will carve its niche, and outlines the full creative branding, packaging, and marketing approach designed and delivered by Walking Gun, a creative agency that specialises in luxury sporting brands.
At its core, this proposal represents an opportunity. An opportunity to craft a brand that is not just a product, but a legacy. Through exceptional design, compelling storytelling, and deep market insight, CAPEL & Co. can become the cartridge of choice for game shooters who care as much about elegance and respect as they do about the pattern on a 40-yard bird.
Justification for Producing a Competitor Analysis
A detailed competitor analysis is essential in the development of any premium brand, particularly one entering a saturated and tradition-bound market like shotgun cartridges. This analysis serves several crucial functions: identifying gaps in the current landscape, benchmarking against best-in-class examples, avoiding pitfalls that weaken brand coherence, and shaping a brand identity that is distinct, desirable, and defensible.
The cartridge industry — despite its practical and safety-driven foundation — is also deeply emotional and aspirational. Game shooters are loyal, discerning consumers who align their purchasing decisions with personal values such as heritage, conservation, respect for quarry, and the aesthetics of the shoot day itself. Packaging, design, tone of voice, and brand alignment carry as much weight as ballistic performance.
Our analysis reveals clear thematic clusters:
Performance-first brands (e.g. Gamebore, Winchester, Fiocchi) focus on velocity, payload, and technical superiority, often using dark, masculine colour schemes and tactical language.
Traditional but uninspired brands (e.g. Hull Cartridge, Lyalvale Express) fail to innovate visually or emotionally, leaning on legacy without delivering a premium experience.
Brands with poor consistency (e.g. Eley Hawk, Victory) offer fractured visual identities across web, packaging, and social platforms, diminishing trust and shelf recognition.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE