Modernizing a Fishing Culture Brand for the Next Chapter
Googan Squad built its name on content, community, and a disruptive voice in the fishing world. This project focused on evolving that identity into a more modern, cohesive brand system that could scale across ecommerce, retail, and digital platforms while staying true to its roots.

A Unified Brand System
We refreshed the core brand identity to create a consistent look and feel across every touchpoint. This included updated logos and new supporting marks, a refined color palette, and a modernized typography system designed to work seamlessly across web, product, and content.

The result was a comprehensive brand guidelines document that ensures consistency across the website, digital assets, email, and packaging, giving the Googan Squad brand a more mature and durable foundation.

Bringing the Brand to Life Digitally
We developed web mockups to show how the updated brand translates into a cleaner, more intuitive online experience. The direction balances commerce with fishing content, bringing the brand back to its roots as a creator-led fishing crew while improving usability and clarity.

Product Storytelling That Converts
We redesigned product detail imagery for Googan bait products across the website and key marketplaces, including Amazon and Walmart. These assets focus on clearly communicating how to use each lure, helping anglers better understand when, where, and how to fish them.

The new PDP images are currently being tested to drive improved engagement and conversion across channels.

Packaging That Stands Out on Shelf
We updated soft plastics packaging to align with a more modern hard bait design system, creating a more cohesive and premium in-store presence. This included multiple design iterations to refine layout, hierarchy, and on-pack messaging.

The final packaging improves shelf visibility, simplifies information, and better communicates product benefits, helping Googan products stand out in a crowded retail environment.

The Outcome
A more modern, consistent, and scalable brand system that strengthens Googan Squad’s presence across digital and retail. The refreshed identity keeps the spirit of the brand intact while positioning it for long-term growth across content, commerce, and community.