Dunlop Brand Refresh & Packaging
Tortex guitar picks from Dunlop have been the pick of choice since the 1980s. Manufactured using the same formula since the beginning, Tortex picks are made in California. Superior grip and durability make Tortex the perfect choice for any guitarist.

This is an evolution of Dunlops existing brand. The brand colors and iconic tortoise character have been retained to stay familiar to Dunlop's loyal customer base. A redefined logotype and updated imagery recall the legacy of the brand, with an updated focus on the musicians themselves. A sustainable, plastic-free packaging system has also been introduced, which now allows for the packaging to be reused and recycled. 


Brand Strategy
Art Direction

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