Evolving a Legacy Through Modern Brand Design
When Shawn Kitchell purchased Regal Products, the company had decades of industry presence but a visual identity that no longer matched its quality or ambition. However, the goal was to evolve the existing brand. Something familiar yet elevated. Something that honored the established recognition while guiding Regal into a more modern and trusted era.
I was brought in to shape that evolution from the foundation up. Logo refinement, brand system development, packaging redesigns, and UX consulting all became part of the work. My role blended design and strategy.
Regal Products LLC
Client Name
Firearm Safety and Accessories
Industry
Brand Designer
My Role
CEO Shawn Kitchell
Project Lead Cheryl Parrish
Team
The Journey
The work centered on modernizing the brand while preserving what customers already knew. The goal was a system that felt clearer, more trustworthy, and more adaptable across multiple product lines and packaging formats.
Challenge
Regal’s visual identity was outdated, inconsistent, and difficult to scale. Sub brands competed instead of aligning and the packaging system felt fragmented. The brand didn’t reflect the company’s professionalism or modern design best practices. The greatest challenge was to modernize the identity while preserving recognition and supporting a growing product line.
Strategy
I refined the core logo into a cleaner mark that kept recognition intact and set a clearer tone. I built a flexible brand system with intentional color rules, type hierarchy, layout structure, and other brand assets that became part of the official guidelines. The goal was a system with enough depth to scale across packaging, sub brands, and future product development without losing cohesion.
Results
The evolved system strengthened Regal’s presence across every product line and made the packaging feel cohesive. Sub brands finally adopted a common style and the updated identity helped the company present itself with clarity and trust. Shawn Kitchell called the transformation one of the most meaningful in the company’s history. My work continues to shape the brand.
Design in Service of Safety
What I’m Most Proud Of
Working on a brand connected to firearms was never something I expected, but Regal’s focus on safety, responsible storage, and veteran well being reframed the entire experience. This work wasn’t about promoting firearms. It was about reducing harm and supporting people who face real risks. Contributing my creative talent and expertise to a brand that strengthens that mission is what I’m most proud of.
Project Deliverables
Evolved logo. Sub brand marks. Brand guidelines. Packaging redesigns for lockboxes and cable locks. A complete, scalable brand system that brought visual consistency to a brand at the start of a new era of its existence.
