Art of Fishing is an online fishing retailer specialising in lure fishing. They approached me to develop a new identity that would appeal to a younger demographic while still feeling familiar to their existing customer base. Younger fishing enthusiasts tend to have different spending habits and are often novices, so it was important that the new identity created a sense of commonality and resonance to help build a stronger community. The refreshed identity also needed to translate effectively across branded products and apparel. Visit www.artoffishing.co.uk

The logo design

The logo itself is a unique representation of a fish using the letters AOF coming together to create togetherness and community. The overall style provides a very dynamic and youthful approach with an angular framework and bold lines. This concept identifies a younger audience but also appeals to an older audience who want to feel youthful.