I recently started learning to play electric bass and became interested in researching more about the overall Fender Precision brand. I learned that it no longer has physical stores, but rather utilizes distributors such as Guitar Center. I’ve reimagined what Fender’s store knockdown packaging could look like today.
I measured all the boxes based around the commonly purchased accessories and parts in their inventory. The smaller boxes hold items such as guitar picks and keychains. The larger box design is based on the sizing of straps, strings and pickups. The bag is designed to hold several sized boxes and a graphic tee.
While keeping Fender’s original brand guidelines in mind, I aimed to create something fresh. I found myself inspired by the British Punk movement and music. After multiple passes and refinements, this inspiration came through to a few simple ideas: large fields of color, the Fender logo tucked into the corner, but visible enough to be noticeable, and an emphasis on the musicians themselves. In 2020, Telecaster celebrated their 50th anniversary so honoring that with a special edition packaging line became a focal point.