meat | creative muscle for hire

IDYLWILDE FLIES | brand overhaul:

Authentic, young and hungry, we wanted Idylwilde Flies to feel more like a skate brand than another tired, crusty fishing company. Problem is, branding a commodity item like fishing flies is difficult because a fly pattern has no packaging with which to brand it. In this, the pattern names and brand ethos became key. Flyfishers needed to understand Idylwilde Flies could be trusted to provide effective, premium flies, apparent here in the content tone and lifestyle imagery targeted toward the mid-20something retail workers and fly fishing guides who inform fly shop buyers on what flies to stock. Since we began work with the company in 2010, sales have doubled yearly. ADDENDUM: 2013 saw the Idylwilde brand absolutely crushing on both a brand awareness and a sales level. So much so that our biggest competitor, in a dubious move that rocked the fly fishing industry, essentially stole Idylwilde's 2014 fly orders by blocking overseas fly production. The case is currently pending.

logo

website

packaging

apparel

sellsheets

logo: Small updates to fonts and colors began the process, then we hired an illustrator friend to revise the look of the old logo into a badass, quasi Haida Nation-inspired bug. Once completed, logo stickers were sent out to Signature Fly Tiers, most of whom are active fishing guides. They were encouraged to begin plastering the logo all over boat put-ins and takeouts, fishing gear, ski resort chairlifts, road signs and in popular fishing bars across the country. The ruler stickers were made for guides to measure their client's fish. They now adorn driftboats and jetsleds though the country and we've heard many a 24" brown trout referred to as a 'McQueen' since they hit the market.

use scroll bar to view all images »»»