MTX Fishing by Motonet Oy“Fishing baits, lures and accessories for your everyday fishing adventures.”
Due to the nature of the product selection, most MTX Fishing packages are small in size. This placed high demands on both the logo and the visual identity. They needed to be eye-catching while still clearly communicating product-specific information.
Before developing the new direction, we researched existing fishing product packaging and visual trends within the category. A recurring and underused opportunity emerged: few brands utilized graphics inspired by fish scales. This insight became the foundation of the visual identity, resulting in a bold, recognizable pattern that works even at a small scale.
For the logo, we retained the original MTX typography and simple geometric forms to maintain brand continuity, while refining the design to ensure strong visibility and recognition on compact packaging. The result is a distinct sub-brand that stands out clearly, without losing its connection to the broader MTX range.
ClientMotonet Oy
Broman Group Oy
RoleArt Direction
Visual Identity Development
Logo System Design
Iconography Design
Pattern Sourcing & Design
Packaging Design & Implementation
Material Selections
Print Proofing & Approval
The BriefMTX brands have long been part of Motonet Oy’s private label selection, with only minor logo details separating them from one another. MTX Fishing was one of the first MTX sub-brands selected for a complete design update, with the goal of creating a clearer identity that would stand out among its competitors, while still maintaining a clear connection to the MTX family.
The SolutionNotesThe project was conducted on an employment basis and as a collaboration between Motonet Oy’s marketing department and the product manager(s) in charge of the product range.
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