Shure updates packaging for mainstay microphones

-- Packaging Digest, 5/1/2009 2:00:00 AM

At a music industry trade show in January, Shure, Inc., unveiled new packaging for its best-selling SM microphones; the latest step in a comprehensive brand refresh that began three years ago with brand design partner, San Diego-based MiresBall (www.miresball.com). Originally launched in 1965, Shure's SM line has achieved widespread acceptance. The SM57 has been the microphone used on every U.S. president's lectern since Lyndon B. Johnson. And the SM58 vocal microphone is a mainstay for live performances around the world, known for its perfect combination of excellent sound quality and rugged durability, a must for live performers.

The SM58 has developed a storied reputation among musicians for its workhorse reliability and sound quality. But its packaging was plain and simple; a photo of the microphone on a stark white background. The new packaging evokes the live performance legacy and time-tested durability of the microphones with the mics photographed on stages, amplifiers and instrument cases—each one scratched and weathered from years of use.

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