Patagonia launched a complete introductory kit to accompany the publication of Simple Fly Fishing, co-authored by Yvon Chouinard, Craig Mathews and Mauro Mazzo. CRP had the opportunity to partner with Patagonia on the design and packaging of the program, which included three sizes of fly fishing rod boxes, a kit box, a line and leader envelope, fly boxes, and a quick set up guide. With a tight timeline, we worked hand-in-hand with Patagonia to ensure that their design aesthetic and environmental goals were achieved. The program’s extensive development process required multiple levels of coordination, close attention to detail, and diligent project management.

In light of the program's success, Patagonia asked CRP to design a collector’s edition box set that would allow avid fly fishermen to purchase a piece of Patagonia history. CRP Designed and developed the limited edition hardcover book, numbered and signed by each of the authors, and four high-quality signed prints from artist James Prosek. Inspired by the Japanese art of Tenkara fly fishing, CRP leveraged minimalist details. The signed prints are nestled behind the book on the inside of the dust cover, wrapped in custom printed paper, which is hand folded into an origami-inspired pattern. The resulting package is an artistic interpretation of the simplicity behind Tenkara style fly fishing.


  • Concept Development
  • Structural Design
  • Packaging Design
  • Branding Collateral
  • Illustration
  • Research & Development
  • Program Management and Coordination
  • Product Sourcing, Purchasing, and Production

Patagonia Packaging Suite Top View Patagonia In Store Display Patagonia Simple Fly Fishing Book cover Patagonia Simple Fly Fishing Interior front page Patagonia Simple Fly Fishing interior  pattern and printing details Patagonia Simple Fly Fishing, "This book is one of five hundred to be published and hand signed by the authors." Patagonia Simple Fly Fishing Limited Edition Signatures Patagonia Simple Fly Fishing Interior with fish sticker and tissue Patagonia Simple Fly Fishing metallic fish sticker detail Patagonia Simple Fly Fishing Open Book Fish Illustrations Patagonia Simple Fly Fishing Four Fish Illustrations Close up