We make handgun ammunition. The first and most noticeable thing about the ammo is that it is very colorful (red, green, pink, yellow, white, etc) because the ammo is powder coated instead of copper jacketed. That being said, the powder coating isn't just for show and is superior to jacketed ammo in just about every way. Low friction means better ballistics and less barrel wear. A softer exterior means better expansion with the following consequences. First, the bullet will fit the barrel resulting in higher muzzle velocities and a very clean barrel, and second, increased expansion when hitting the target both improves stopping power and reduces over penetration. Among other things, over penetration relates to how many walls the bullet will go through before it stops, a major concern in home self defense. While I might not want to express luxury, I do want to convey this quality (not cheap/low quality).
I think our target market will be broken down into two groups, those attracted by the colours and those attracted by the performance. There are those who will buy a gun because it is pretty and matches their style and will like ammo that matches their gun. Their is a larger group that will be attracted by its benefits. I would like to stand out to the majority of gun owners who are not part of the "gun culture." These will be young professionals in their 20s and 30s. They may not feel comfortable in the gun shop. They do carry a gun for self defense or keep one in their home to protect themselves and their family/children. I want my product to stand out on the store as something different. Something for them. Something they can feel comfortable with. Maybe make them smile and put them at ease. They are buying ammo for self defence, not buying into the gun culture. That being said, we don't want to alienate those that are part of gun culture as they buy a lot of ammo. A final note, the package will likely have a window, but this is only one use of the logo.
I want people to be able to trust their lives with my product, but I also want to express the feeling of joy and a love for life (bright, colourful, clean).
Sean & Bee Freebairn