Page 8 - Revised Capel & Co 060525

Walking Gun Field Sports Photography Proposal to Capel & Co
Palette: Deep forest green, warm cream, burgundy, and gold foils. Every colour evokes countryside sophistication.
Application: Packaging, shell embossing, digital and print assets, social media, and merchandise.
3. Tone of Voice
Articulate, polite, and evocative of traditional field language.
Avoids sales jargon. Uses phrases like “trusted by sportsmen”, “crafted for the driven day”, and “designed for balance and pattern”.
Communicates value through confidence, not hyperbole.
4. Product Naming Strategy
Names drawn from British estates, rural idioms, or historic shoot locations.
Avoids aggressive or technical terms. Favour names like: The Keeper, High Tower, Whitmoor, Snipe & Sound.
5. Heritage Symbolism
Based on the Capel family crest with historical accuracy.
Printed with gold embossing and subtle background texturing reminiscent of old shoot logs and diaries.
6. Lifestyle Integration
Aligning with brands and icons of country life: fine tailoring, handcrafted boots, heritage dogs.
Aims to build emotional connection through storytelling, lifestyle photography, and brand ambassador partnerships.
7. Brand Slogan
"Crafted for the Driven Day."
Simple, memorable, and embedded in the rhythm of game shooting life.
Packaging Design Rationale
The design of the CAPEL & Co. box and cartridge shell is where heritage meets modern premium aesthetics.
Why CAPEL & Co. Stands Apart
Target Audience: Discerning game shooters using traditional guns and prioritising comfort, heritage, and effectiveness.
Aesthetic: British elegance with refined simplicity.
Tone: Heritage, heritage, heritage — not performance marketing.
Iconography: The lion (courage, lineage) and cross (heritage, precision) from the Capel family crest ground the brand in British tradition without being overly aristocratic.
Unique Value: Focused entirely on balance, patterning and heritage rather than tech-laden power.
Walking Gun – Branding & Design Superiority
Review of Initial Designs by Jeremy Pascoe @ Walking Gun Packaging: The draft designs reflect:
Elegant restraint in colour and typography.
The Rectory, Tor View, Horrabridge, Devon. PL20 7RE