We were tasked with establishing a brand identity for FishLab that would appeal to younger and older anglers across the country. One that could translate to packaging as well as lifestyle. An identity was inspired by the pursuit of fish, and was designed to grow as the brand and its product line expands. Inspired by the notion that angling is both art and science, and passion is in our DNA, the logo and identity was born.
We dove deeply into researching anglers and companies from across North America. The initial product launch would include lures for use in west coast tuna, northeastern striper, northern midwest musky and pike, and continent-wide largemouth bass fishing. The brand would need to present a unified ethos, but also be versatile enough to speak to different groups.
FishLab launched at industry trade show, iCast, and was met with enthusiasm from dealers, sales reps, and consumers. Okuma established momentum immediately, getting FishLab lures out through existing distribution channels and publicizing the brand across a variety of marketing channels.
Packaging
