I developed a set of custom letterforms inspired by the many shapes and colours that water takes while sticking with a highly graphic approach.

The smallmouth bass is a nod to my client’s love for fishing and works as a standalone icon for additional branded elements.

The colour palette was also inspired by the river. Using various shades of blue, this palette works effortlessly to communicate the shallows to the depths and contrasts beautifully against a dark brown bottle.

See what I mean?