Baiting the hook for a performance fishing brand



Brand Identity

Brand Guidelines

Campaign Development

Visual Merchandising


Academy Sports + Outdoors is a leading full-line sporting goods and outdoor recreation retailer headquartered in Katy, Texas with 260 stores located in the South. Some of their key categories include outdoor, apparel, footwear, and sports. The retailer wanted to update their private-label fishing line, H2O XPRESS, to attract anglers online and in stores.

Two H20X product boxes sitting on large rocks
A close up view of a box of fishing line
A bright yellow fishing lure and hook
A stack of black boxes with various fishing gear products
A man carrying a fishing pole and a bag of fishing gear
A blue and black fishing lure
A black product box for a fishing reel
Three fishing poles on the deck of a fishing boat on a lake
Mock-ups of H20X product packaging
Several fishing lure on a white table
A spool of blue fishing line
A black and blue H20X product box
An assortment of brightly colored fishing lures
A man fishing off his boat on a lake surrounded by hills and trees
A zippered black and gray fishing gear bag sitting on an open tailgate
A fishing gear product box covered in water droplets


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