I started this company with a business partner to manufacture artificial bait and tackle. The goal for the brand was to create something that was exciting, edgy, and family friendly since both of us have younger kids. First, I came up with the name Rumble Fish after hours of research and brainstorming ideas for the company name—fishermen love that moment the fish strikes and the fight that proceeds. Next, I wanted to come up with a tagline that represented the brand. The company was focused on making baits for both fresh and saltwater fishermen, so I wanted something that encompassed that—“Fresh & Salty”. The cool thing about this tagline is the double entendre.
Logo Design
Step one was sketching ideas of a fish jumping out of the water and fighting the hook, but after researching other similar brands those ideas had been played out repeatedly. I then had the thought of boxers and their blackeyes. As soon as I had the sketch down on paper, I knew it was the one. I moved the sketch into Adobe Illustrator and worked through my idea until it was perfect. I wanted the logo to be black and white because it’s flexibility. I also wanted the logo to be able to stand alone without the words, something that people would immediately recognize after time.
Packaging
When starting the packaging my first step was looking at our competitors locally and globally. I wanted to see what I thought worked and what did not in the stores. First, I saw that the local companies used very inexpensive packaging that did nothing to show off their product. Second, I notice the global companies packaging look very similar, colorful, and busy. I wanted packaging that would enhance our products and give it a platform to shine from. One thing I had going was the fact that I had already decided that it was going to be black & white. Next, I worked with the printer to find out the possible options. They recommended a foil inside to reflect the light, which would help make the baits inside pop more.
Stickers
Who doesn’t love stickers? Well, I think these are pretty much self-explanatory. I did however, want a sticker with just the fish to drive curiosity when people saw it.
Website
I wanted the website to present clean, authentic, and user friendly. I used call-to-action buttons and simple navigation to drive customers directly to the products.
Apparel
Finally, I designed a full line of a clothing with alternative designs for men and women.
