Lunker is a lifestyle bait and tackle brand that is targeted towards a consumer that is a casual fisher or wanting to get into fishing. Its primary focus is to reframe the fishing lifestyle and engage a following in a new customer base that wants to purchase quality and easy to understand products.
Lunker is a slang term used to describe the biggest fish in the pond and is fitting for the big personality this brand exudes. Surrealism was the main inspiration for imagery matched with oversaturated reds to give a visceral feeling to the design. Icons were chosen to be used as description on the packaging to give an easy and clear understanding of what the products are. The color palette and gradients used throughout the brand are to meant to convey the murky waters of ponds, lakes, and the fauna within them. Quarto was chosen with modifications to the serifs to give the typeface a friendlier feel and Mont was used because of its many weights and geometric design with unique details to be used as a strong carrier of the brands messaging.