For more than 70 years, Fenwick has stood as a trusted name in precision fishing gear, renowned for its craftsmanship and dedication to serious anglers. The brand carries a rich heritage that Pure Fishing wants to celebrate and keep relevant to modern consumers through a unified product and brand experience. Pure Fishing engaged BOLTGROUP to clarify Fenwick’s brand strategy, evolve its identity, and develop comprehensive guidelines that would bring consistency to the storied brand.

To bring clarity, cohesion, and renewed relevance to Fenwick, BOLTGROUP developed a comprehensive identity system grounded in the brand’s heritage of precision, performance, and dedication to the importance of sensitivity in fishing.

• Brand Identity System: We formalized Fenwick’s identity system, refining the iconic Eagle logo, and building out an adaptable design foundation for full implementation that included typography, color, iconography, and visual elements. Paired with these core visuals we also defined a clear brand voice and tone that captures Fenwick’s authority and passion for the sport.
• Design Toolkit Development: A flexible design system was created to support real-world application across digital, print, and physical mediums. This included templates for web, email, presentations, paid media, and apparel, each designed to bring the brand to life with consistency and impact.

• Apparel Design: In support of the relaunch, new apparel items were designed with clear specifications for manufacturers.
• Brand Stewardship: To ensure long-term success, we established governance tools and usage guidance, enabling internal teams and external partners to implement the brand confidently and cohesively.

• Pure Fishing launched Fenwick’s product portfolio redesign alongside a revamped visual and verbal identity that honored Fenwick’s legacy while meeting contemporary expectations.
• Re-introduced Fenwick Eagle, HMG, Elite rods, and Fenwick’s flagship rod – World Class
• Introduced new Fenwick Rod Series: Eagle, HMG, Elite, and World Class ice rods in 2025

• Respecting heritage while modernizing design ensures relevance for today’s market.
• A unified visual and verbal identity strengthens consistency across products, apparel, digital and print.
• Flexible design systems empower scalable implementation across touchpoints and touch-lots.
• Enduring brand stewardship infrastructure prepares the identity for long-term market evolution.