Muzzleshot
Overview
Muzzleshot is a tactical-inspired product company known for its signature shot glasses modeled after the A2 muzzle of a rifle. I was brought on to lead a full website refresh and develop a new library of product photography and video assets for use across their website and social channels.
Challenge
While visually striking, the product concept initially created confusion for new customers. Two core challenges emerged:
• Product clarity: At first glance, users struggled to immediately understand what the product was.
• Audience limitation: The brand skewed heavily toward tactical enthusiasts, limiting its appeal to hobbyists, collectors, and lifestyle-driven buyers.
The goal was to refine the brand’s visual presentation to improve clarity, accessibility, and broader market appeal—without losing the product’s bold identity.
Role
As Designer and Art Director, I led the creative strategy for the website refresh and product photography. My responsibilities included defining the visual direction, redesigning the site experience, and directing the full photoshoot to elevate the product’s presentation and storytelling. During the dev time I collaborated with the web developer to make sure direction matched closely to match the design and what the client envisioned.
Outcome
The redesigned website and new product photography clarified Muzzleshot’s value proposition, improved first-impression comprehension, and expanded its visual appeal beyond its original niche. The refreshed experience positioned the product as both a bold statement piece and a collectible lifestyle accessory, supporting stronger engagement and conversion across digital channels.
Client: Muzzleshot (Anthony Kondeati & Colin Frost)
Art Director: Chris Cadiz
Designer: Chris Cadiz
Photography/Video: Chris Cadiz
Web Development: Jeremy Tani
