Fishing lure brand strategy and development

Okuma is a manufacturer of fishing rods and reels. Established in the eighties, they have a long history and reputation for quality and service. When Okuma decided to launch their own line of lures, they reached out to LESS+MORE to build the brand. Leveraging the expertise of the Okuma product team, FishLab’s purpose is to make the most innovative lures on the market based on detailed, scientific analysis of fish and the prey they eat.

Services Provided: Brand Strategy, Visual and Verbal Identity, Collateral Design, Digital Design, Video Direction, Integrated Marketing Planning

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 passionate pursuit of fish, and was designed to grow as the brand and its product line expands.

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.

We created a modern visual language and delivered tight brand guidelines to help direct marketing at launch and beyond. We developed an integrated marketing campaign and full suite of materials including advertising, point-of-purchase communications, packaging, website user interface design, trade show graphics and give-aways, brand launch video, and a social media plan.

We worked hand-in-hand with FishLab’s product developers to create custom packaging for their various lures, which included multiple sizes and shapes. We also collaborated closely with the different overseas factories involved, designing within their parameters to arrive at the strongest possible brand presence at retail.

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.

  • trade show merchandise
  • tradeshow merchandise

“LESS+MORE has been a trusted partner in the creation of the FishLab brand. They took our input and presented our team with compelling branding that has helped us establish FishLab in the market. They have been a valuable asset in launching the brand.”

GENE CHIMarketing Manager, FishLab

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