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AMING FOR THE FUTURE

A New Target for an Iconic American Brand
OBJECTIVE
Develop and introduce Browning Ammunition’s brand identity, making the brand more accessible and appealing to younger consumers while preserving its heritage, driving engagement, and accelerating market growth.
TARGET AUDIENCE
Younger generations looking for modern, high-quality ammunition that aligns with their active, outdoor lifestyle while maintaining appeal to seasoned firearm owners and professionals.
SCOPE

Brand strategy, brand positioning, visual identity, packaging design and production, point-of-purchase and sales collateral.

From Legacy to Lifestyle: Browning Ammunition’s Bold Evolution

As a global leader in firearms and ammunition, Browning had strong brand awareness and market share, but its aging consumer base posed a challenge for long-term growth. With a high-end product portfolio, the brand needed to modernize its relevance to attract younger consumers and align with their lifestyle and values. Browning turned to Fisher Design to develop a consumer-led, insight-driven brand strategy that would bridge tradition with innovation.

We crafted a bold, modernized identity and marketing platform that resonated with new generations of hunters, sport shooters, and outdoor enthusiasts while maintaining the prestige and heritage Browning is known for. The results were immediate—first-year sales targets were surpassed within six months of launch, and industry insiders praised the execution of both product and marketing. By transforming Browning Ammunition into a dynamic lifestyle brand, Fisher Design helped secure its legacy and future market growth.

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Browning Ammunition

Our Work

The Browning Ammunition project required a comprehensive brand evolution to expand its appeal beyond its aging consumer base and connect with younger hunters, sport shooters, and outdoor enthusiasts. Fisher Design developed a modernized brand identity, packaging system, and marketing platform that balanced Browning’s heritage with a bold, contemporary edge. This included refining product positioning, messaging, and visual storytelling to make the brand more accessible and aspirational for new consumers. The result was a high-impact launch that exceeded first-year sales targets within six months, earning industry-wide recognition for its strategic execution and market success. By transforming Browning Ammunition into a dynamic lifestyle brand, Fisher Design helped secure its long-term growth and relevance in an evolving market.

SCHEDULE A MEETING WITH OUR TEAM

Our integrated approach covers the entire brand journey. From insight to execution, we bring strategy, design, and innovation together to create market-defining work. Whether you need end-to-end support or targeted expertise at any stage, we’re ready.