Rotosound Unveils Bold New Packaging for Guitar String Lines
Iconic British string manufacturer Rotosound is proud to reveal a fresh redesign of its electric and acoustic guitar string packaging. The new look delivers a clean, modern feel while paying tribute to the brand’s rich legacy of serving music’s rebels, rule-breakers, and pioneers. Rolling out this month with the Rotos product line, the updated packaging will appear across other lines in the coming months.
At the heart of the redesign is a celebration of Rotosound’s storied heritage. Created in-house using the company’s own archives of catalogues, advertisements, and vintage string packs, the artwork draws directly from designs dating back to the 1960s. For example, the Jumbo King, Tru Bronze, and Super Bronze sets repurpose graphics directly from one of the company’s earliest string packs. The aesthetic also draws inspiration from the visual language of early British rock and punk — including album art from Decca Records and the use of bold typography — connecting the new look to a lineage that includes The Who, Pink Floyd, The Clash, and The Damned.
Function Meets Familiarity with a Splash of Colour
One of the key goals behind the packaging refresh was to improve product differentiation. Previously, many Rotosound string sets shared a similar visual identity, making it hard to distinguish between different lines — for instance, a regular gauge nickel set like Roto Yellows and an acoustic Tru Bronze set. The new designs give each line a unique visual identity, making it easy for players to find exactly what they need at a glance.
Despite the fresh appearance, brand familiarity has been carefully preserved. Longtime Rotosound users will recognise the brand logo, gauge information, and key descriptors in their familiar positions. The British flag still adorns each pack — now in a clearer, refined form — representing the company’s proud tradition of UK manufacturing since 1958. Still using airtight foil pouches — containing the strings, a silica gel sachet, and nothing else — Rotosound’s packaging remains one of the industry’s most eco-friendly, with 90% less packaging material than other packing methods.
To further streamline the experience, gauge-specific colour coding now links sets across different lines. For example, all 10–46 gauge sets, regardless of series, share a yellow theme; 9–42 sets are pink.
Notably, packaging for the acoustic sets now match the colour of the string material itself, allowing players to connect what’s on the outside with what they’ll find inside.
Designed with Players in Mind
Rotosound consulted players and retailers to better understand what information was most valuable on the shelf. The result is a dedicated product information box, placed uniformly across the new packs, which makes it easier to compare materials, instruments, and tonal profiles. Short, descriptive summaries have been added to help players understand each line’s sonic characteristics, whether they’re chasing warmth, brightness, or vintage feel.
New endorsees have also been added to Rotosound’s impressive artist roster of legendary and contemporary acts — from Jimi Hendrix to Blur, AC/DC to Idles. Last but not least, a QR code on the back of each pack links to extended product details, recycling advice, and GPSR compliance information, giving players more insight — and more options — than ever before.
Rolling Out from the Factory to the World
The new packaging is shipping now, beginning with the Rotos line. Other sets — including British Steels, Jumbo King, Tru Bronze, and more — will update gradually as retailers replenish their stock. Players around the globe can expect to see both old and new designs side-by-side on the shelves of Rotosound’s dealers across the world during this transition period.
About Rotosound
Since 1958, Rotosound has proudly manufactured music strings in the UK, becoming a name synonymous with tone, quality, and innovation. A favourite of legends past and present, Rotosound continues to power the music of tomorrow with strings crafted for players who dare to be different.
www.rotosound.com
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Source: musicinstrumentnews.co.uk
