Casting Marketing Magic for an Innovative Fishing Product

An aspiring entrepreneur came to Graphos Product with a vision to create and market his own fishing lure.

An inspired entrepreneur came to Graphos Product with a vision to create and market his own fishing lure. With an innovative prototype that worked unlike any other lure, we were impressed and excited to brand, package and market the Kamooki product line. We worked with Kamooki to design the original colour patterns seen on SmartFish™ and SmartCraw™ lures. Our research and discovery phase was an exciting team immersion into the complex world of fishing, both angling and “hard water.” It would be important to design everything we did for scalability and growth — although we could not have known to what extent.

The Positioning: The World’s Smartest Lures

The fishing lures market is flooded with products that look alike and function in similar ways. We knew Kamooki looked and behaved differently. They rattled, didn’t snag weeds, and were engineered to self-balance underwater on objects as small as the head of a pin. The lure’s patented technology leverages the precise relationship between buoyant and non-buoyant components, with a titanium keel.

The flagship product’s name, “SmartFish”, told part of the story. Branding the products as “The World’s Smartest Lures” set the hook for consumers, leading them to buy—in droves.

Product Logo Design

Our product logo design process recognized that Kamooki would compete for attention against industry giants. The Kamooki logo is a clean, solid heavyweight, in a custom typeface (readability being especially important with a new, made-up word), and incorporates a few design surprises: is it the face or the tail of a fish? The SmartFish™ and SmartCraw™ product logos showcase the scientific elegance of Kamooki’s precision-balanced lure.

Custom Product Packaging

Few consumers can appreciate how much thought and effort goes into custom product packaging. For SmartFish™ we needed the product to display prominently on hangers in crowded fishing and sporting goods stores, stealing attention from hundreds of other colourful patterns. The package window is designed to present each suspended lure in a way that approximates how it balances underwater, while minimizing its footprint on the shelf and in shipping. We’ve since tailored this very effective packaging design for three different sizes of SmartFish™, plus the award-winning SmartCraw™.

eCommerce Store

The Kamooki eCommerce store had to be a powerhouse – easy to navigate, yet flexible enough to accommodate product line expansion and growth.

Fishing aficionados and distributors around the world come to the website to buy online and to investigate publicity from articles and features in fishing publications. The eCommerce back end manages everything from tracking inventory to printing waybills and customs documentation.

Kamooki is now

A Top Seller at Sportfishing Retailers Worldwide

On-Point POP

Graphos Product has designed numerous other materials and collateral for Kamooki Lures, including: tradeshow display units and banners, print and online advertising, printed marketing collateral, email marketing campaigns, point-of-purchase (POP) video and product display stands—plus vehicle and boat wraps.