United is excited to be named Scientific Angler’s partner agency to redesign the packing of their iconic line of products.

Investing in a rebrand

It's a significant investment to rebrand a company, impacting an organization from top to bottom. This fact wasn't lost on the Scientific Anglers management team. Still, they knew that if they didn't undertake a rebrand, there was the potential for them to lose their position of authority in an industry that, with increasing access to new technology, was innovating faster than had previously been seen.

Scientific Anglers is recognized as the world's most innovative and technically advanced manufacturer of fly fishing lines. Year on year, the fly fishing industry looks to SA for the latest advancements in line innovation.

United innately understood the category, the brand, the technology, and what was needed to reposition and develop a brand program that spoke to the scientific DNA of the company, communicate the unique innovation, and maintain Scientific Anglers' unparalleled position as the industry leader, eclipsing the competition.  

Brand
Articulation

To leverage a world-class fly line fishing brand like Scientific Anglers, focusing on the product promise and unique attributes that set the brand apart from competitors was vitally important to create a robust and well-thought-out brand program. 

Developing a deeper, more meaningful brand story helped to differentiate Scientific Anglers from competitors. Focussing on the brand's commitment to R&D, tooling quality, and overall passion for manufacturing and Fly Fishing.

It was essential to emphasize the attributes that set Scientific Anglers apart from competitors, such as their products' quality and commitment to developing the highest quality fly lines and accessories, through messaging and visuals highlighting the brand's passion for excellence and attention to detail.

Establishing a consistent brand identity that could be applied to all product SKUs. This includes consistent color palettes, typography, imagery, and messaging.

The use of premium materials that reflect the quality and durability of the products inside. High-quality paper, metallic accents, and embossed textures create a premium look and feel.

Clear product information was essential to ensure all necessary information was clearly displayed on the packaging, including product name, features, and usage instructions. Helping customers make informed purchasing decisions and improve the overall user experience.

The packaging had to be versatile, so the design could be adapted to a more extensive product SKU portfolio. Using design elements that differentiate each product SKU within the larger portfolio. Involved using different color accents, Icons, and illustrations to help customers quickly identify each product and its unique features.

Testing was conducted to ensure the packaging design worked effectively across the larger product SKU portfolio. Continuous improvements, reviews, and refinements to the packaging design provided that Scientific Anglers continues to meet the needs of the brand and the target audience.