Sierra Bullets had the heritage. What it lacked was a visual system that communicated it. The existing packaging wasn't doing justice to a brand with over 70 years of precision manufacturing behind it — and convincing the client of that took time.
The work began in 2019 with packaging and website updates, project by project, product line by product line. Each line had its own distinct audience — competitive shooters, hunters, self-defense consumers — and required its own visual identity while remaining cohesive within the Sierra brand family. For each, I concepted packaging directions, narrowed to a final solution, and executed across multiple SKUs using product-specific dielines through to print-ready production files.
As the work demonstrated what the brand was capable of, the scope expanded. What started as individual packaging assignments evolved into a full brand ecosystem — packaging, social media, email, apparel, branded merchandise, and event materials — building a unified presence across every touchpoint that finally matched the tradition behind the name.
AGENCY: Voltage AD
ROLE: Art Direction, Graphic Design, Production Design
