Wataya by Motonet Oy“Supporting dreams and experiences for the amateur fishing enthusiast.”
Wataya is one of Motonet Oy’s oldest private label brands, originally established in 2011. While the initial plan was to discontinue the brand once existing stock had sold out, Motonet instead chose to rethink its strategy for their fishing category. This led to a clear division between its two fishing brands: MTX Fishing and Wataya.
As part of this new direction, Wataya underwent a complete rebrand. The goal was to create a brand that feels closely connected to Motonet and its core customer base, which both have a strong Nordic identity rooted in Finland.
Early in the process, one sentence in the brief stood out to us: Motonet wants to support dreams and experiences for the amateur customer. This immediately brought our thoughts to long days of fishing along the Finnish archipelago – from early sunrise to late sunset.
This idea became the foundation of the visual identity. Sunrise and sunset gradients were used as a key visual element, allowing for variation across the product range while maintaining a cohesive look. Combined with a background that illustrates the depth of water, the result is a colorful yet balanced identity that reflects both the emotional side of fishing and Wataya’s Nordic roots.
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 BriefThe 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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