Page 7 - Revised Capel & Co 060525

Walking Gun Field Sports Photography Proposal to Capel & Co
Consistency Score: 9/10
Associations: Obvious link with Purdey guns, clothing, and lifestyle.
11. Victory Cartridges (https://www.victorycartridges.com/)
Website: Non-functional at time of access or severely outdated. Poor presentation. Branding/Packaging: Loud, almost cartoonish. Not premium.
Colour Scheme: Basic primary colours.
Continuity: Extremely poor.
Consistency Score: 2/10
Associations: None of note.
12. Winchester (https://winchester.com/Products/Ammunition/Shotshell)
Website: Hyper-technical. U.S.-centric. Not relevant to traditional British game shooting. Branding/Packaging: Red, silver, bold text. Tactical and power-focused.
Colour Scheme: High-contrast. Overdone.
Continuity: Consistent for U.S. audience.
Consistency Score: 7/10 (not suitable for CAPEL audience)
Associations: Hunting supply chains, not heritage lifestyle.
Summary of Market Gaps
Across these brands, a few consistent weaknesses emerge: Over-designed or outdated packaging (Eley, Hull)
Inconsistent visual identities (Eley, RC)
Lack of luxury cues or refinement (Gamebore, Jocker)
Neglect of emotional storytelling or lifestyle positioning (most brands) Opportunity for Capel & Co:
A minimalist, high-taste aesthetic — rare in this market.
Brand identity rooted in etiquette, elegance, and experience, not just performance.
Sophisticated storytelling and premium print finishes that mirror luxury fashion or wine brands, rather than commodity ammunition.
Capel & Co. Branding Identity
1. Brand Values
CAPEL & Co. stands for:
Heritage: Rooted in British tradition, referencing the Capel family crest. Elegance: Understated yet confident visual tone.
Respect: For quarry, for field etiquette, for the customer.
Precision: In patterning, balance, and presentation.
Sustainability: Emphasis on biodegradable materials and responsible shooting.
2. Visual Identity
Logo: A refined crest featuring a lion (symbolising courage and nobility) and cross (evoking heritage and precision). The iconography is clean, regal, and timeless.
Typography: A serif-led type system inspired by 19th-century letterpress — tactile, trustworthy, and dignified.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE