Fishing product packaging is often an overlooked sales technique as many believe that anglers aren't susceptible to marketing or desires. Perhaps there are fishing hobbyists that are above that, but as more and more men and women move their business discussions away from the putting green and onto the open waters, a new market has appeared.

When I was tasked with reimagining the face of Shimano's line of products, I delved into the mind of a modern angler and realized that all they really want is to have the best equipment they can afford so that they can catch that elusive underwater prize. They want something that seems high-end and that will make their friends envious when they see it.

Photography: Elizabeth Dean

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