This fish story 
is legendary.

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

The new identity system is rooted in the American tradition of bass fishing. No frills, no fancy stuff. Bold graphics capture the grit and glory of an epic day on the water, while vivid photography and videography reflect the passion that keeps outdoor enthusiasts hungry for the next adventure.





The passion for fishing

runs deep