In Las Vegas, the largest global annual tradeshow for the firearms industry opened this week – Shot Show. It unveiled the new branding we designed for CAA, an established company of over a decade, a leader in developing and manufacturing advanced arms accessories for armed forces and law enforcement units worldwide.

To design the brand concept and strategically plan the overall rebranding process, the Israeli designer Dan Alexander was chosen. He delivered a fresh concept and developed an innovative strategy drawing from a wide range of content worlds, including Japanese samurai, tribes of North American Indians, elite fighter units, and even fashion, in order to forge a distinct photographic, visual, and graphic language from which a logo, packaging and additional branding elements were developed.

Booth design by Kadmon-Brin, photography by Dan Perez, and styling by Rotem Nir.

Launch Site