Rotosound Unveils Bold New Packaging for Guitar String Lines

At the heart of the redesign is a celebration of Rotosound’s storied heritage. Created in-houseusing 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, TruBronze, 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.