Caledonian Cartridges

Following its merger with Eley Hawk Ltd, we refreshed this traditional and well respected shooting brand to strengthen its position in a busy market place.

The Background

Following its merger with Eley Hawk Ltd in 2011, Caledonian Cartridges asked us to assess the product's market position and refresh the brand. With a specific emphasis on its Scottish heritage, we developed a comprehensive branding strategy and precise identity to raise its profile and establish it more prominently in the minds of game and clay shots and the wider shooting community.

The Solution

To reflect the new brand values, we created a new website, brochure, promotional literature, digital strategy and packaging. First, we launched the new, refreshed brand at IWA, the largest European trade fair for sporting goods, then in the UK. Marketing promotions, product reviews and PR coverage - including the management of brand ambassadors - have resulted in increased brand awareness and recognition for the product.