Page 6 - Revised Capel & Co 060525

Walking Gun Field Sports Photography Proposal to Capel & Co
5. RC (Romagnola Caccia)
Packaging: RC cartridges, especially the RC Sipe range, have a distinct Italian style — bold, metallic printing, bright colour coding, and prominent branding. They feel engineered, sharp, and efficient, but not premium in a British sense. More Formula 1 than Holland & Holland.
Website: Very technical and sparse, with minimal storytelling. It’s functional but dry, designed more for resellers and competitive shooters than brand loyalty. The visual tone does not match luxury expectations.
6. Jocker (France)
Packaging: Jocker’s recent designs have embraced minimalism — their Eco range features soft natural tones, uncoated boards, and clean typography. While the sustainability message is strong, the branding lacks refinement. Their visual identity feels unfinished and unconfident.
Website: Simple and modern but with limited content. The design is clean but basic — closer to a start-up than a mature premium brand.
7. BioAmmo (Spain)
Packaging: BioAmmo leads the field in biodegradable cartridge messaging, and its packaging reflects this. Bright greens, heavy icons, and clear eco-friendly type dominate the boxes. While impressive from a sustainability viewpoint, it lacks the sophistication needed for the British high bird market.
Website: Heavy on environmental messaging, the site positions itself as an innovator. Visually it is clean and distinctive, but the style feels more environmental NGO than luxury sporting goods.
8. Baschieri & Pellagri (Italy)
Packaging: B&P offers arguably the most stylish and technically polished packaging in the European market. Their MB Long Range and F2 Classic lines use restrained layouts, gold foil accents, and excellent typography. The combination of clean geometry and premium cues gives the impression of precision without overdesign. Website: Visually sophisticated, with strong product photography and excellent UX. B&P has invested in lifestyle content and field imagery — something few of its rivals have done well. The overall tone balances premium and performance better than most.
Others
9. Fiocchi (https://fiocchiusa.com)
Website: Focused on U.S. market. Tactical and hunting imagery dominate. Slick, but not relevant to UK game shooters.
Branding/Packaging: Military-inspired. Glossy, utilitarian fonts. No sense of tradition or game shooting elegance.
Colour Scheme: Black/red dominant. Over-industrialised.
Continuity: Strong, but wrong target.
Consistency Score: 7/10 (for their own market)
Associations: Aligns with American hunting brands; not transferable to premium British game market.
10. Purdey Cartridges (https://www.purdey.com/pages/cartridges)
Website: Luxury presentation. Seamless integration into broader brand of craftsmanship and heritage. Branding/Packaging: Understated, gold-embossed elegance. Limited information about product specifics. Colour Scheme: Deep earth tones, burgundy, gold. Excellent.
Continuity: Strong within Purdey’s brand family. Very aspirational.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE