The EVH | 35 project consists of three products each containing a guitar effect pedal, product manual and a numbered limited edition certificate.

Our challenge was to design packaging for a series of 3 guitar effect pedals marking the 35th anniversary of the release of Van Halen's debut album. The pedals themselves are hand-painted in 3 different colorways, and are all unified by the iconic Eddie Van Halen (EVH) "Frankenstein" stripe pattern, used extensively on his custom guitars since the late ’70s.

Our goal was to identify the EVH 35th Anniversary Series as a premium offering by employing a minimalist presentation and using custom printing processes. The triple-black matte finish box is wrapped with a Gloss Varnish print of the EVH "Frankenstein" pattern; the linework of this pattern is so iconic in the realm of rock that it is still recognizable even when taken outside of its trademark color schemes. The subtle reflective effect of the black-on-black graphic pattern forgoes the “hard sell” pitch of typical music instrument packaging and creates a sense of mystique around the product within.

We chose the Umbra typeface—used on Van Halen’s debut record in 1978—to convey the inspiration and design intent of the EVH 35th Anniversary Series. The sharp drop shadows and machined look provide a crisp contrast with the handcrafted and hand-painted presentation of the EVH 35th Anniversary Series effect pedals.

The budget for the project was tight. At the same time, we were faced with the challenge of achieving a high-end aesthetic with limited funding. We went through numerous iterations of varnishes, finishes, printing effects with our vendor. Eventually were able to find a sweet spot.

Once the products hit the market last year, they sold out within days!