Develop a name and identity for a new line of bowfishing equipment to be sold at Bass Pro Shops.
We started with the name. Bowfishing is a combination of archery and fishing. And, typically, it is legal to hunt species of fish that are invasive, overpopulated and dangerous to the country’s waterways. So we arrived at Archenemy to represent the gear that will help hunters nab some of the environment’s enemies.
Bowfishing is an aggressive sport with attitude. And we wanted the identity to be reflective of that, so that it would resonate with our target. The crossbars of the mark represent bowfishing arrows, while other elements represent the brand name and environment.