Re-brand Project

The objective was to rebrand Orvis, an outdoor clothing and fishing retailer that offers high-quality outdoor products. The new brand name Riverlin, was developed to appeal to a new generation of outdoor adventurers and break away from an old-fashion image of an outfitter.

The idea of Riverlin was designed for a younger demographic of outdoorsmen with a keen interest in fly fishing. This was achieved by an original typeface designed to convey a flowing river by the ‘R’ structure. In addition, the dots above the Riverlin name replicate the spots on many trout species, and the different color hues of blue further emphasize the vast fly fishing aspect of clean river water.