Hook, LIne & Sinker
The overall idea for the brand is to create something simple, clean and that can appeal to a wide audience. Experimenting with a number of different typefaces allowed for an opportunity to explore some basic styling that brought somewhat of a throwback feel. Using bolder styles allows it to be clear and easily understood.
As the project progressed, going the route of a badge seemed to fit well. I took inspiration from the outdoors and the ideals of the classic scout's badge. The type choices evolved to focus on something classic and something that stood out. In addition, the text had to be warped to fit in the bounds of a round badge. This was important to take into consideration to ensure the type choices, when altered, still conveyed the proper message.