Yield

Apr 3

Fish Forever, as a positioning tagline we co-created, reflects both a projected wish and the actual intended benefit of using Yield brand products to contribute positively to more humane and sustainable fishing practices. It is inspired by the pure and simple bliss of the so-called flow state so often associated with childhood, creativity, and hobbying, which allows one the luxury of losing track of time. And by the selfish pursuit of losing oneself indefinitely in that activity.

In conceiving the visual identity as well as throughout the product design process, we continually traced back to folklore and legend, as well as the proverbial giants in this story - the generations of Japanese fishermen and sword and toolmakers, on whose knowledge, experience, and centuries-old tradition we were able to continue the thread of better fishing well into the unforeseeable future while also giving back to the sea as well as to the catch while improving the skill and experience of any fisherman and hunter.