To catch simple joys. Fishing Tackle White Kit

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The pandemic has positively affected the growth of demand in outdoor categories such as active tourism, hunting and fishing. A lot of beginners start to explore new hobbies and are not ready to invest in the purchase of equipment. Our client Volga Baits decided to create a brand with which every angler will begin his journey into the world of fishing.

Brand concept

The core audience are fishermen who have been fond of fishing for less than five years. Gear is not a primary expense for them, but they are interested in the sphere itself. They watch Youtube videos, surf online shops in their free time expecting a weekend or vacation. They perceive fishing as entertainment, friendly or family recreation.

One of the main advantages of the brand for this audience is simplicity and accessibility. It's not just about the price, but also the opportunity to buy a set of spinning rods and reels from one brand, as well as intuitive model lines. A clear, accessible, friendly brand promises customers ease of choice, joy, relaxation and distraction from routine. Therefore, the essence of the brand is to catch simple joys.

Naming

Spinning fishing is more like an active sport than a meditative sitting with a float rod. And therefore we seek for the short, sonorous and energetic name. The range of options and approaches in the category is quite wide. We found figurative, abstract, and referring to Japan, and frontal on the topic of fishing among the brand names in category. We tried some of these approaches, and the client chose White Kit as the final option. Brand name White Kit conveys the message about the kit necessary for the angler. The brand is focused primarily on beginners in fishing.

Logo and identity

The sign is a stylized ligature, a combination of the letters W and K, which becomes an easily recognizable fish image.

The identity is based on the sign fragments, which gives the brand image dynamic, reflecting the idea of fishing as similar to extreme sports activity. The corporate identity turned out to be recognizable, multi-layered, bright and atmospheric.