A Signature Series Capo for country music's defining voice. Packaging concepts inspired by the screen-printed Nashville gig poster tradition, redrawn for a modern retail shelf.
Kyser Music, makers of the world's most trusted capo since 1980, partnered with country music legend George Strait to develop a Signature Series Capo. The challenge: create packaging worthy of the collaboration without leaning on nostalgia alone.
My inspiration came from the screen-printed Nashville gig poster tradition: the bold slab serifs, limited color palettes, hand-crafted texture, and illustrated portraiture that defined country music's visual identity for decades. I drew from that language and reinterpreted it, sharpening the graphic weight, pushing the contrast, and bringing a contemporary layout sensibility that felt at home on a modern retail shelf.
The result was packaging that commanded shelf presence and communicated the weight of the collaboration: instantly recognizable, unmistakably country, and unlike anything else in the category.
Four campaign touchpoints (packaging, print, social, and digital) each rooted in the same visual language: the graphic boldness of the screen-printed Nashville gig poster tradition, redrawn for a contemporary audience.
