This fish story is legendary.

Rebel is a 50+ year-old bass fishing lure brand. The kind of company that has a small but dedicated customer base who swears by their Rebel lures as much as their secret fishing spots. They looked to us to create a new brand identity system that would capture the heritage, the passion, the enduring promise of the big catch while speaking to a new generation of outdoor enthusiasts.

The new identity system is rooted in the American tradition of bass fishing with bold graphics, no frills, no fancy stuff. It's all about the grit and glory of bass fishing.

As an extension of the brand our "Never Enough" content series reflects the passion that keeps outdoor enthusiasts hungry for the next adventure — and the next and the next. Vivid on-the-water action puts you at the epicenter of an epic day on the water.