Bait Runners

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When you join a fishing club, you have the chance to meet people who are just as passionate about fishing as you are. It’s an opportunity to learn from more experienced people and have fun spending time together. This is what Bait Runners is about, but at 360 degrees.

Scope of work: Naming, Brand Strategy, Visual Identity, Brand manual

Year: 2021

Fishing with an eye on the future

Bait Runners welcomes any kind of fisher from any part of the world. It’s a community-driven project where you can learn from professionals, plan your next fishing trip, share your catches, and much more. Everything through a platform.

The goal was to build the foundations for a community that would work as a common place for people to share their passion, making it easier for younger generations to get on board and keep the spirit alive.

Despite the pandemic, the number of people going fishing has increased exponentially, with nearly 55 million Americans fishing during 2020, which is the highest number in over a decade, and more than 4 million people trying fishing for the first time. These numbers are expected to grow in many parts of the world, such as the UK for example, where license sales have increased by 17% in 2020, and in Denmark, which saw an increase in license sales by 20% over 2019.

By looking at these reports you can tell that fishing is more than just a hobby, it’s a way for people to escape from everyday stress and spend some great time in nature.

That's why Bait Runners came in help, and I felt it was the right time to launch this project.

An all-around vision

The identity aims to bring all kinds of anglers together, from the dynamic logo to its applications. The brand's modern approach helps to create an inclusive experience for every fishing enthusiast.

An additional solution to the visual identity was the symbol, where all the essence is focused. It's made by the letters B and R, which together form a fishing terminal, expressing unity.