Shooter’s Choice Refreshes Gun-Cleaning Line

To mark the 40th anniversary of Shooter’s Choice, the company is launching a branding refresh and updates to their cleaning kit line. These changes are key to reestablishing Shooter’s Choice as a competitive, quality option for gun cleaning and repositioning it as the long-trusted “Gun Care Professionals.”

As part of the brand refresh, Shooter’s Choice is introducing a bold new face of color. The vibrant update is the most notable change for the brand and comes after much consideration and collaboration between the marketing and sales teams at Shooter’s Choice.

“We knew a change was needed to better align our brand with our vision,” says creative director Mark Komondor. “To further establish itself, we shifted the brand to be bolder while also giving it a unique style that called back to previously used elements, including the logo, colors, and fonts. With respect to those key historical aspects, we also set out to differentiate the brand from competitors with new concepts.”

In concert with the brand refresh, Shooter’s Choice is also launching new cleaning kits. They position the brand competitively in the current market, ensuring a quality product at a budget-conscious level. The new kits will be available in popular single-caliber configurations: .22, .30, 9mm, .40, and .45. There will also be a new 12-gauge package. All are available as private-label opportunities at low minimum quantities. Shooter’s Choice is also releasing new mops, brushes, and jags at competitive retail prices.

“This is an undertaking born by our passion for firearms,” says CEO Bill Kleftis. “We were able to elevate the quality of our kits when compared to others in the market, infusing our standards and practices by working closely with our partner and completing final assembly in our U.S. facility. We are able to create the best value brand by combining our partner’s assets with several USA-made key components, such as our FP-10 Lubricant Elite CLP, in every kit.” (shooters-choice.com)