WHERE STORYTELLING MEETS STOPPING POWER
A Bold New Look for America’s Ammunition Icon
Brand architecture, brand strategy, brand positioning, packaging design and production.
Fisher Design Reloads Winchester for a New Era
In 2010, Winchester partnered with Fisher Design to elevate its ammunition brand to the category leader it was built to be. Fisher responded with a new brand architecture and packaging system that clearly distinguished “good, better, best” product tiers. The work was recognized as best-in-class and set a new standard for the category. But over the next decade, the retail landscape shifted—aisles became organized by usage occasion rather than brand, and the number of competitors increased tenfold.
To maintain leadership, Winchester again tapped Fisher Design to reimagine its packaging system from the ground up. The 2024 redesign delivers a modern, cinematic feel with front panels styled like movie posters to celebrate usage occasions. Premium illustrations, specialty coatings, and a reoriented design system combine to break through on shelf and connect with both new and experienced shooters. Once again, Fisher Design has raised the bar in the category with strategy-driven, standout creative.
Our Work
Fisher Design partnered with Winchester to redesign its ammunition packaging system for 2024, adapting to a shifting retail landscape and growing competition. Originally known for developing the “good, better, best” brand architecture in 2010, Fisher’s updated strategy centers on usage-based storytelling with bold “movie poster” panels, premium illustrations, and elevated print finishes. The new design connects with both seasoned and first-time shooters, strengthens retail visibility, and reaffirms Winchester’s leadership in the ammunition and sporting goods category.