Page 5 - Revised Capel & Co 060525

Walking Gun Field Sports Photography Proposal to Capel & Co
Website: Technically functional but visually uninspiring. The site has dated layout conventions, poor hierarchy, and little atmosphere. It's informative but lacks emotional connection, aspiration, or any sense of 'brand world.’
Hull Cartridge (https://www.hullcartridge.co.uk/)
Website: Strong British shooting identity. Clean navigation, clear focus on clay vs game. Branding/Packaging: Conservative. Boxes often feel utilitarian. Limited creativity. Product names ("Imperial Game") suggest heritage, but designs lack flair.
Colour Scheme: Dull greens, beige, navy. Functional but uninspiring.
Continuity: Reasonable, but uninspired. Not memorable.
Consistency Score: 6.5/10
Associations: Modest partnerships (not premium lifestyle brands).
3. Eley Hawk
Packaging: Eley has a split brand identity — with products for both clay and game. Their VIP Game range uses greens and golds in a more traditional format, but again the design suffers from too many elements: photographic birds, overlapping textures, gradients, and busy layouts. It feels like it’s trying to appeal to everyone and risks appealing to no one.
Website: A marginal improvement on Hull's, the Eley site has clearer product segmentation and slightly better UX, but remains cluttered and lacks visual elegance. The visual language is inconsistent across product pages.
Eley Hawk (https://www.eleyhawkltd.com/)
Website: Confusing architecture. Dated feel. Text-heavy, with unclear product hierarchy. Branding/Packaging: Bright, clunky designs. Product range lacks visual cohesion. No clear nod to British heritage.
Colour Scheme: Disparate; no consistent palette. Frequent use of jarring reds, greens, and blues. Continuity: Poor. Online, packaging, and social media each have separate visual identities.
Consistency Score: 4/10
Associations: Some retail promotions; weak in lifestyle crossover.
4. Lyalvale Express
Packaging: Lyalvale’s designs have been updated in recent years. Their Supreme Game range uses understated greys with classic serif fonts and small graphical flourishes. Better than most, but still formulaic — it borrows from older design tropes without leading.
Website: Recently relaunched, the site is fast, clean, and responsive. It still leans more toward trade information than lifestyle storytelling. There’s little to emotionally hook the refined gunroom customer.
Lyalvale Express (https://www.lyalvaleexpress.com)
Website: Dated. Cluttered product menus. Feels technical rather than aspirational. Branding/Packaging: Cheap-looking boxes. Garish use of red, blue, and green. Very little elegance. Colour Scheme: Loud and inconsistent.
Continuity: Low; no brand storytelling across mediums.
Consistency Score: 3/10
Associations: Price-focused retailers.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE