String Packaging Refresh: Designed with Heritage, Made for Clarity

Since 1958, Rotosound has been the string of choice for music’s rebels, rule-breakers, and pioneers. From Jimi Hendrix’s sonic explorations to the raw energy of Nirvana, our strings have shaped generations of sound. Now, we're proud to introduce a new look for our electric and acoustic guitar string packaging — one that reflects our heritage while making it easier than ever for players to find the right set.

We cracked open the archives… and let them guide the creative process.

We’re proud to manufacture our strings in the UK with quality and longevity in mind

The three lines of acoustic string packs that are getting a makeover

The new-look Rotos range of electric guitar strings

Why the Change?

Over the years, many of our product lines evolved and diversified — but their string packaging didn’t always keep pace. Customers sometimes found it tricky to tell different sets apart, especially when products like Roto Yellows (nickel electric strings) and Tru Bronze (80/20 acoustic strings) shared nearly identical visuals.

So we listened. After gathering feedback from musicians, retailers, and longtime Rotosound fans, we set out to create a fresh visual identity for our strings — one that offers clarity, distinction, and a whole lot of character.

Designed In-House with a Legacy in Mind

This wasn’t a job we outsourced. Every element of the new packaging was designed in-house at Rotosound HQ, where we could keep a close connection to what matters most: our heritage.

We cracked open the archives — dusty catalogues, vintage adverts, string sets from the 1960s and ’70s — and let them guide the creative process. You’ll find echoes of those classic visuals in today’s designs.

The acoustic guitar sets even repurpose graphics directly from our early ’60s Ike Isaacs string pack. These product lines — Jumbo King, Tru Bronze, and Super Bronze — feature eye-catching metallic foil with each colour matched to the bronze and brass wire used in each respective set.

Inspired by Vinyl Sleeves and Punk Attitude

The new designs aren’t just about clarity — they’re about character. We took visual cues from the bold album sleeve artwork of early British rock and punk, including releases from Decca Records and other seminal labels. The use of typography as art, minimalist colour blocking, and structured grids were all part of that era’s design language — and we’ve brought that spirit to the forefront of Rotosound’s new look.

This influence is no accident. Our strings have been there since the start of it all — found in the hands of artists like The Damned and The Clash. It only felt right to let that design legacy live on in our packaging.

So, What’s New with our String Packaging?

Aside from the retro-meets-modern look, here’s what’s changed:

☯️ Distinct Graphics for Every Line – Each product now has its own personality. No more visual overlap between electric and acoustic sets.

🎨 Consistent Colour Coding by Gauge – 10–46 sets are yellow, 9–42s are pink, and so on — across all product lines.

📝 Clear Tone & Spec Info – Key product info now lives in its own dedicated box, making it easier to compare materials, gauges, and tonal character.

🏷️ Modern Meets Familiar – The Rotosound logo, product name, and gauge placement stay right where you expect them, so there’s no confusion.

🌍 Eco-Conscious Touches – We’ve added QR codes linking to information on string recycling and packaging disposal.

Playing for the Planet 🎸🌍

We know that sustainability matters — to us, and to the musicians who choose our strings. That’s why our new packaging includes a QR code on the back linking directly to recycling guidance for both the strings and the packaging.

Scan it, and you’ll find:

Tips on how to recycle your used strings responsibly
Information about local recycling schemes and resources
Advice on disposing of packaging materials with minimal environmental impact

We’re proud to manufacture our strings in the UK with quality and longevity in mind — and we’re committed to doing our part to reduce waste. Whether you’re restringing before a gig or a jam session at home, you can now play with confidence knowing you’re making a more sustainable choice.

Because taking care of the planet should be as effortless as playing your strings.

The Rollout

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. So don’t be surprised if you see both old and new designs side-by-side on the shelves during this transition period.

New Look. Same Legendary Strings.

We know how personal strings can be. That’s why, while the packaging has evolved, what’s inside remains unchanged — the same hand-finished, British-made quality we’ve been proud of since day one.

Your favourite strings just got a whole lot easier to spot — and a whole lot better looking.