World Wide Will Logo

Introducing… (extended drumroll).

In an industry with some wild packaging, we went clean & flexible. The idea here is that the base box stays the same, but the sticker across the bottom will change to

World Wide Will.
Otherwise known as Captain WWW or simply, Will McCabe, a pro fly fisher operating out of the Florida Keys, Arkansas, Louisiana, and well, wherever there’s a fish to be caught.

We wanted a sharp design, something sporty, something that would pop off of a hat or a patch. This abstract combination of WWW was the perfect solution, but I don’t know, something about this seems fishy…