Brand Identity and Logo System for a Modern Fishing Brand

# Logo Redesign and Scalable Visual Identity for Hundred Strikes ## About the brand Hundred Strikes is a Norwegian fishing tackle brand developing modern fishing lures, rods and equipment for Scandinavian conditions. The brand is built around technical product development, authentic fishing experiences and a clean, modern outdoor aesthetic. Our current and upcoming product range includes hard baits, spinners, soft baits, fishing rods and accessories. Our current logo and logomark are not distinctive, flexible or functional enough to support the brand as it expands. We also lack a defined visual identity system, making it difficult to maintain consistency across packaging, physical products, apparel, e-commerce and marketing. We are therefore looking for an experienced brand identity designer to redesign or significantly refine the Hundred Strikes identity and create a practical visual foundation that can be used across future products and media. This is not simply a request for an isolated logo. The identity must function as a scalable system across packaging, merchandise, physical products and digital applications. ## Brand direction The identity should feel: * Modern and technical * Authentic to fishing and outdoor culture * Clean, considered and product-focused * Recognisable without becoming overly decorative * Premium, but not corporate or luxury-focused * Bold enough for apparel and product branding * Functional across both small technical details and larger brand applications We want to avoid generic fishing logos and predictable outdoor branding, including: * Fish silhouettes * Fishing hooks used as letters * Mountains * Shields and crests * Overly aggressive tactical or military aesthetics The identity should have a clear and recognisable character without becoming so abstract that the brand loses meaning. Our established accent colour is a distinctive lime green: `#B0D315` This colour should remain part of the identity, but it should be used in a controlled and intentional way rather than dominating every application. ## Existing typography IBM Plex Mono is currently used as a secondary technical typeface for product specifications, measurements, colour names and other functional details. However, Hundred Strikes does not currently have an established primary display typeface or a properly defined typography system. The selected designer should: * Develop or significantly refine the Hundred Strikes wordmark * Recommend a suitable primary display typeface * Define how IBM Plex Mono should be used as a technical secondary typeface * Recommend a suitable body typeface for longer and more functional text * Create a clear typography hierarchy for product names, headlines, specifications and body copy We are not looking for the development of a complete custom typeface. However, the wordmark should feel distinctive and may require customised or individually drawn letterforms rather than simply typing the name in an existing font. ## Existing logo and logomark The current Hundred Strikes logo and logomark may be used as a reference, but the designer should not feel restricted by them. We are open to: * Refining and simplifying the current concept * Significantly evolving the current mark * Replacing it with a stronger solution if justified The final result should be selected based on function, distinctiveness and long-term brand value rather than attachment to the existing symbol. ## Scope of work ### 1. Logo system * Redesign or substantial refinement of the Hundred Strikes wordmark * Development of a distinctive standalone logomark * Primary and compact logo lockups * Horizontal or stacked configurations where appropriate * Full-colour, one-colour and reversed versions * A simplified version for very small or production-limited applications * Clear-space and minimum-size guidelines The logo and logomark must remain functional when: * Engraved or debossed on a fishing rod * Printed at a small size on packaging * Embroidered on a cap or technical garment * Moulded into rubber or plastic * Engraved or stamped into metal * Integrated as a small detail on a fishing lure * Used as a social media avatar or favicon * Reproduced entirely in black or white The standalone mark must remain recognisable without relying on the full Hundred Strikes wordmark. ### 2. Visual identity foundation * Primary and supporting colour palette * Typography hierarchy * Rules for headlines, product names, technical specifications and body copy * Supporting graphic elements, patterns, lines or textures where relevant * Basic layout and composition principles * Principles for presenting technical product information * Basic guidance for packaging, product, apparel and digital applications The supporting graphic system should strengthen the brand but must not depend on decorative effects that are difficult to reproduce physically. ### 3. Brand applications The final identity must be demonstrated through realistic applications that show how the system performs across the Hundred Strikes product ecosystem. The applications should include: 1. **Fishing lure packaging** A realistic presentation showing how the logo, typography, accent colour and graphic system could work on existing Hundred Strikes packaging. 2. **Fishing lure eye detail** The standalone logomark integrated as a small pupil or detail within the eye of a hard bait. 3. **Fishing rod branding** The identity applied to a fishing rod, including the wordmark, standalone mark and technical specifications. 4. **Cap or technical apparel** An embroidered or woven application demonstrating that the mark works independently of the full wordmark. 5. **Physical product detail** A simplified version of the mark shown moulded, engraved, debossed or printed directly onto a product. 6. **Small digital application** A social media avatar, favicon or similar compact digital use. These applications are intended to test and demonstrate the flexibility of the identity. The project does not include: * Complete production-ready packaging * Packaging dielines or structural packaging development * Redesign of the fishing lures, rods or other physical products * Final advertising campaigns * Complete social media template systems * Website design * Development of a custom font family We are not interested in generic mockups such as business cards, coffee cups, office stationery or corporate signage. ## Brand guidelines The project should include a concise and practical brand guideline document covering: * Logo and logomark usage * Logo variants * Clear space and minimum sizes * Colour specifications * Typography hierarchy * Use of IBM Plex Mono * Supporting graphic elements * Basic layout principles * Small-scale and production-limited applications * Packaging, product and apparel examples * Examples of correct and incorrect usage The brand guide should be useful for future packaging designers, manufacturers, content creators and freelancers working with Hundred Strikes. We expect a focused guideline document rather than a large strategic brand book. ## Final deliverables * Editable Adobe Illustrator source files * SVG vector files * Print-ready PDF files * Transparent PNG exports * Full-colour, black, white and reversed logo variants * CMYK and RGB colour specifications * Pantone or comparable production colour recommendations where relevant * Font names, sources and licensing requirements * Final brand guideline document * Organised asset folders and clear file naming * Full commercial rights to the final approved custom logo assets upon completion and payment Any third-party fonts must be clearly identified, including whether separate commercial licences are required. ## Ideal designer We are looking for someone with: * A strong portfolio in brand identity design * Experience creating flexible identity and logo systems rather than isolated logos * Strong typography skills * Experience with packaging, apparel or physical consumer products * An understanding of embroidery, engraving, moulding and small-scale reproduction * The ability to explain the reasoning behind design decisions * Clear communication and an organised design process Experience with fishing brands is helpful but not required. Strong experience within technical outdoor products, sports equipment, automotive, cycling, performance apparel or other product-focused consumer brands is highly relevant. We are specifically looking for a designer who can combine clean visual design with real-world production functionality. ## Expected process We expect the project to include: 1. Review of the current brand, products and reference materials 2. Review of relevant competitors and visual conventions within the fishing industry 3. Presentation of two clearly differentiated creative directions 4. Selection and development of one direction 5. Refinement of the logo, typography and wider identity system 6. Application of the identity to relevant Hundred Strikes products and media 7. Final guidelines and organised asset handover The scope should include: * Two initial creative directions * Up to two revision rounds on the selected direction * One final correction round before asset handover We are open to discussing the exact process with the selected designer, but applicants should clearly state any proposed changes to the process or revision structure. ## Materials we can provide The selected designer will receive: * Current logo and logomark files * Existing Hundred Strikes packaging designs * Product photography and product renders * Examples of current product branding * Reference material for upcoming fishing rods and soft baits * Existing brand colours and typography * Examples of visual directions we like and dislike * Background information about the brand, products and target market We value quality over quantity and would prefer a strong, focused identity foundation rather than a large number of underdeveloped concepts or applications. There may be opportunities for additional packaging and product design work after the identity project is completed. ## When applying Please include: 1. Two or three relevant identity projects from your portfolio 2. A brief explanation of why each project is relevant to Hundred Strikes 3. Examples demonstrating logo use on physical products, packaging or apparel 4. Your proposed process 5. The number of initial creative directions included 6. The number of revision rounds included 7. Your estimated fixed price 8. Your expected project schedule 9. Confirmation that editable source files are included 10. Confirmation of the commercial usage rights included in your proposal Please begin your application with the words **“Every Cast”** so we know you have read the complete brief. Generic applications, AI-generated logo collections and portfolios consisting mainly of template-based logo work will not be considered.