Case Study: Pure Fishing achieves brand clarity across a legacy portfolio with BOLTGROUP

Pure Fishing speeds design cycles and wins awards with BOLTGROUP

Pure Fishing, a global fishing tackle company, faced a significant challenge after an acquisition left it with a portfolio of legacy brands like Abu Garcia, Berkley, and Penn. These brands had evolved in silos, resulting in overlapping identities, outdated visuals, and inconsistent merchandising that hampered both internal workflows and the consumer experience. To address this need for brand clarity, Pure Fishing engaged the design firm BOLTGROUP for a comprehensive brand strategy and design system overhaul.

BOLTGROUP implemented a tailored solution, modernizing each brand's visual identity to differentiate them in the marketplace and create efficient internal systems. The work included rebuilding fragmented brands like Plano with a modular merchandising system and revitalizing dormant identities like Ugly Stik and Shakespeare. The result was a transformed portfolio that accelerated design cycles, reduced errors, and enhanced shelf impact. The project's success was recognized with industry awards, and BOLTGROUP's systems ultimately provided Pure Fishing with the consistency and confidence needed for future growth.

Pure Fishing