Bagley Bait
As an Art Director at Square One Agency, I directed the 2012 rebrand and packaging designs for Bagley Bait, one of the largest hard bait manufacturers in the U.S.
The new logo design - 2012
The Outcome
The Challenge
Bagley’s brand needed an overhaul. A solid cult following and longevity since the 50’s meant steady sales from loyal customers, but major inconsistency in packaging lead to a lack of recognition and cluttered shelf presence. New customers were opting for brighter, better branded packaging.
The Role:
Bagley packaging redesign was one of the first projects I took on an Art Director at Square One Agency. When I came on board, a project manager had already done the homework of devising a creative brief wherein the psychographic was clearly established along with a clear brand essence.
I developed a series of logos and explorations of how each would play out in a hard-case plastic.
Logo comps O, P, Q, and R were chosen as the client favorites for their powerful shelf appeal and their bright POPs of color. The logos were also nostalgic typographically, yet still masculine enough to stay away from being kitschy.
I refined the branding to meet the client’s requests a bit more and represented the design on biodegradable, soft cellulose packaging. The client fell in love with the POW of the yellow, the deeper woodgrain texture, the classic atomic-era typography, and the clear product differentiation in the lower right-hand corners.
Bagley Bait is now one of the leading manufacturers of hard bait in the nation. Their new logo and packaging design scored a significant increase in new customers and brand awareness.
Additionally, the cost decrease from hard-plastic casing to clear poly tuck-and-tongue packages increased the profits per unit sold.
Customers described the new branding as “trusted,” “well-designed,” and “time-tested.”
It was a real honor to have played such a huge part in the success of a house-hold brand name like Bagley Bait.