Lunker is a conceptual lifestyle bait and tackle brand that is targeted towards a consumer that is a casual fisher or wanting to get into fishing. Its primary focus is to reframe the fishing lifestyle and engage a following in a new customer base that wants to purchase quality and easy to understand products.  

Surrealism was the main inspiration for imagery matched with oversaturated reds to give a visceral feeling to the design. Icons were chosen to be used as a description on the packaging to give an easy and clear understanding of what the products are. The color palette and gradients used throughout the brand are to meant to convey the murky waters of ponds, lakes, and the flora & fauna within them.