Spiderwire is an existing brand of fishing line that has marketed itself as the “rebel” in the industry. However, many aspects of the brand were beginning to look dated… the last thing a company with a reputation for being aggressive and innovative would want. Our challenge was to attract new enthusiast anglers with an identity overhaul and packaging redesign without alienating their existing loyal customer base

We capitalized on the elements of the existing brand that had equity, while creating new features and updating other key elements to ensure that Spiderwire continued to look like a brand that was on the forefront of fishing line technology and had the attitude to match.