Based in Bozeman, Montana, the Alpen Reel Company lives and breathes fly fishing. The Alpen Reel is the only reel that couples the handcrafted artistry of old with the ground-breaking technology of the future, and they needed a brand identity that said so. I designed a logo and identity system that balanced precise engineering with a strong sense of manual craftsmanship. The colors echo the deep greens and blues of big water, with warm lights from first light or sunset.
This is a reel. Not just any reel. The Alpen Reel. The only reel that couples the handcrafted artistry of old with the ground-breaking technology of the future.
But there’s more to this brand than authentic craftsmanship and tech-laden parts. It has a soul that was breathed into existence by the mountains, skies, and rivers that beg it to lure fish as well as the men of adventure who passionately pursue them. It is the essence of that spirit that is captured within the logo.