Branding, Creative Direction, Identity Design

Cumberland Fly Shop

Cumberland Fly Shop

The Cumberland Fly Shop formed to bring Vancouver Island’s fishing industry into a new era. By putting conservation at the forefront, they aim to help Vancouver Island maintain a world class, sustainable fishery for future generations to enjoy. Our mission as a creative agency, was to take their core initiative and translate that into a unique visual identity. We started by combining the rugged outdoors of Cumberland, BC with the sport of fly fishing, and then took a more modern approach with a hand drawn san-serif font and bright earth-tone colours to help them standout from the rest. The core emblem of their new identity replicates the infamous “Haig-Brown Bumble Bee,” most popular in Northern Vancouver Island rivers, for Steelhead fishing.