Brand Creation + Packaging System

As an already-celebrated brand committed to crafting high-performing guitar strings, Stringjoy engaged with Secret to help amplify their presence through a comprehensive rebrand and on-shelf experience. We established a new visual language that helped systemize their full product line and further enhance their position as a leader in quality and consistency in the music industry.

  • Art Direction
  • Branding
  • Design
  • Logo Creation
  • Packaging
  • Retail Presence

In Perfect Harmony

In collaboration with our agency partner, Bob Ewing, we created a unique vintage-inspired script logo—a timeless symbol of the brand's connection to tradition and nostalgia. Hand lettered with care, the new identity creates a distinct and ownable mark with a level of craft and customization that matches the brand’s values.


Fine-tuned to boost brand visibility in-store, our packaging solution is aimed to satisfy the same attention to detail that Stringjoy is renowned for with its product. A strong on-shelf presence helps simplify their product categorization and make the selection process and product education more scannable and intuitive.


By creating a brand identity that authentically reflects the culture of its audience, we helped Stringjoy build trust and credibility with guitarists and deliver a brand experience aligned with their passion to reaffirm their position as a leader in the category.

I couldn't recommend the Secret Creative team highly enough. Through several projects, they've proven themselves to be not just immensely talented designers, but also incredibly fervent collaborators. They feel like an extension of my own team, if not an extension of my own brain.

Scott Marquart
Founder, Stringjoy

Let’s work together.

More Work

Do well by others