Fish Wild offer world-class guiding & instruction in Scotland, the spiritual home of fly fishing. With Scotland's abundance of glorious wild fishing locations on offer, Fish Wild pride themselves in offering a personal, tailored service and a top quality fishing experience.
The brand had to reflect both the wild, rustic integrity of the art, whilst appealing to high-end international customers. We didn't want to go for the stereotypical 'nature' look, and it was important to Fin for the brand to be fresh and vibrant in comparison to more traditional branding found in the field.
Working with the pre-existing brand, we took the original fish icon and simplified it down, adding a typeface that was understated, yet had some brilliant, subtle details. The forms at the baseline of the letters echo the ripples on a river – an evocative, thrilling sight for a fisherman!
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