Fisherman Supply Co.

For a country with some of the best fishing in the world, the bait on our shelves wasn't keeping up. Too much imported, too many fillers, not enough results. Fisherman's Supply Co was built to fix that — one of the few New Zealand bait and attractant brands using real, locally sourced byproducts. Proper stuff, for serious fishers.

Dave came to us with a product he believed in and a clear sense of who it was for. What he needed was a brand that matched it — something with personality, credibility, and enough shelf presence to make people stop and pick it up.

We started from scratch. The name, the identity, the voice, the website — all of it built around that vintage, no-nonsense fishing culture that his customers already live and breathe. The kind of brand that earns comments, not just clicks.