As an industry leader, Federal Ammunition is looking ahead and positioned to always stay on top. AmmoLand News brings you an exclusive report on what is new at Federal Ammunition.
USA – -(AmmoLand.com)- The world’s largest sporting ammunition manufacturer recently announced an exciting new look and feel. It’s all part of a major shift the company calls, “The New Look of Authority,” and it starts with their name itself. The brand shooters know as Federal Premium is now Federal. Simple. Proud. And more focused than ever before.
Federal Ammunition: The Name Game
“For many years, we’ve been known as Federal Premium,” said President Jason Vanderbrink. “But the fact is we manufacture a huge list of ammunition products via several sub-brands, and Federal Premium is just one of them. Granted, it’s our exclusive sub-brand crafted at the highest tier of quality, but by using it as our overall name, Premium began to lose that meaning.”
Vanderbrink also explained that over the years, as the company focused on its many outstanding sub-brands and launched numerous specialized products, the Federal brand faded into the background, losing some of its consistency and strength on the shelf.
“That is changing,” he said. “We are embarking on a new, comprehensive effort to revitalize the Federal name. At the same time, we will also treat Federal Premium as it was always meant to be—an exclusive category of the best ammunition available.”
Two key components of this push are a new, modern logo and redesigned packaging.
“Our previous logo was 15 years old,” said Vanderbrink. “The packaging designs were great, but they didn’t carry a cohesive look across the product line. The best brands in any industry create consistency on the shelf. Federal needed that consistency and simplification.”
The new Federal logo features a stronger, bolder font that’s been customized to show motion and cutting-edge technology. Its simpler, stronger design is derived from the original Federal logo, harkening back to the company’s roots, but it has a contemporary feel with the iconic Shockwave logo.
“The font inspires strength, heritage and forward motion—both in the technology of our products and the attitude of our employees,” Vanderbrink said. “We’re always looking ahead, driving to be the best.”
New CCI & Speer Branding Efforts
Federal’s sister companies, Speer and CCI, will also benefit from new logos and packaging designed to emphasize these iconic brands’ inherent quality and performance.
“To update the current and extremely recognizable CCI logo, we incorporated several subtle design elements that impart a more modern, stylized look without departing from the established brand identity,” said ammunition president Jason Vanderbrink. “Rather than the current three simple capital letters, we are moving to slighter thicker letters in an italic font.”
Speer’s updated logo will feature a bullet in flight centered in the name.
“The bullet in the more aggressive logo helps set the product apart from others in a crowded field and again supports our mission of moving forward,” Vanderbrink said.
The Complete Package
Federal has already started to use its new, stronger, more authentic logo in TV, print and digital advertising. And of course, the logo is a primary feature on the all-new packaging, which will be rolled out for the entire product line.
“Moving forward you will see an exciting new look on all Federal packaging,” Vanderbrink said.
The design will make it easier for consumers and sales associates to quickly identify Federal products on the shelves. Beyond the bold, eye-catching aesthetics, the most important attributes of the product, such as caliber, bullet weight, and use, are clearly, consistently communicated across all Federal product families.
“With so many ammunition options at retail, we made sure this packaging stands out and immediately communicates what we know consumers want to see,” Vanderbrink said.
Despite the new look, all products that have existed under the Federal product category will continue to do so within the new structure and packaging. This includes proven favorites like Federal Power-Shok, Top Gun, Speed-Shok, Fusion, and American Eagle, as well as more recent additions like Syntech, Train + Protect and Non-Typical.
Federal Ammunition Still Reigns
Although Federal Premium is no longer the overall brand name, all Premium products are still active at the heart of the company and will be elevated. Federal started the Premium line back in 1977 by doing something that was unheard of at the time. Rather than just load its own bullets into its centerfire rifle and handgun cartridges, Federal began using the top projectiles from companies across the industry and loading them to its own extremely tight specifications. In essence, this produced handloader quality from factory ammunition, changing the company—and the industry—forever. And it’s a concept the company continues and expands upon today with new 2019 loads with projectiles including the Barnes TSX and Berger Hybrid Hunter.
As the decades passed, Federal Premium products were introduced in a shotshell, rimfire, reloading and muzzleloading categories—including game-changers like Black Cloud, Prairie Storm, HEAVYWEIGHT TSS, Gold Medal Grand, and Hunter Match. Though the products themselves varied, the common thread was superior quality.
“Federal Premium products are the absolute top-performing, most technologically advanced ones in every category,” Vanderbrink said. “Whether you’re hunting elk with Edge TLR, shooting a match with Gold Medal Berger, dropping ducks with Black Cloud, or defending your home and family with HST, Federal Premium delivers what nothing else can.”
Considering that performance and legacy, Federal Premium products have received more significant packaging updates that make them even richer and more appealing on the shelf, further separating them from the competition.
“Our very best ammunition, Federal Premium, is easily identified by high-impact packaging with eye-catching gold foil, aspirational imagery and detailed product insets,” Vanderbrink said. “This truly sets it apart, letting both consumer and retailer know the ammunition is designed for the best possible performance.”
Federal Ammunition: New Look, Same Legacy
Federal remains the industry leader in sporting ammunition and the new name, logo, and packaging are a testament to the company’s continuing progression.
“It started almost a century ago with our founder, Charles Horn, and we’re proud to carry on that legacy today,” Vanderbrink said. “The New Look of Authority is here.”