A package designed to aggressively save the world.
This personal project was started with the intention of turning an already established market on its head by utilizing loud, in-your-face branding and an even louder and more in-your-face message. YELLZ is an electric guitar string brand that focuses on aggressively emotional rock music all the while tackling one of the largest contenders to the worlds plastic problem
The challenge here lied in the effort to package long, metal wires in a paper box. Metal strings have a very unforgiving energy to them but I think I found an incredible way to protect them all the while unboxing them in an aggressive manner.
Guitar string packaging produces an unbelievable amount of waste (string instrument players know). So, I wanted to create a new packaging to combat this.
It all started with what I call the ‘Paper Spool’. A carefully crafted mechanism that houses all 6 guitar strings in a conveniently compact dispensing device made entirely of folded paper.
I wanted the look dirty and edgy to be reminiscent of a rock concert.
A social media campaign designed to get people angry about recycling.
Promotional posters.
