Elixir Strings
A full rebrand of the iconic guitar string brand — reimagining the identity, redesigning the packaging, and launching a global campaign to bring the brand into a new era.
Elixir Strings are the world’s largest coated guitar string brand. But even icons need a refresh. Appointed as lead creative agency, TCO delivered a full rebrand—reimagining the identity, redesigning the packaging, and launching a global campaign to bring the brand into a new era.
Elixir Strings are the world’s largest coated guitar string brand. But even icons need a refresh. Appointed as lead creative agency, TCO delivered a full rebrand—reimagining the identity, redesigning the packaging, and launching a global campaign to bring the brand into a new era.
At the heart of the new visual world is a system of soundwaves and bold colours — distinct to each of Elixir’s product lines — brought to life across pack, digital, and motion. The brandmark was refined, the tone of voice modernised, and the entire experience re-tuned for today’s player. This culminated in a campaign film filled with colourful lighting and a dynamic, original music track - exemplifying the sensory experience different players feel when playing Elixir Strings.
At the heart of the new visual world is a system of soundwaves and bold colours — distinct to each of Elixir’s product lines — brought to life across pack, digital, and motion. The brandmark was refined, the tone of voice modernised, and the entire experience re-tuned for today’s player. This culminated in a campaign film filled with colourful lighting and a dynamic, original music track - exemplifying the sensory experience different players feel when playing Elixir Strings.
The global launch rolled out across e-commerce and social—showcasing the new Elixir in motion and giving the brand a fresh, culture-led edge that felt as dynamic as the musicians it supports.
The global launch rolled out across e-commerce and social—showcasing the new Elixir in motion and giving the brand a fresh, culture-led edge that felt as dynamic as the musicians it supports.
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