PATAGONIA ON THE FLY
Over the past few months, we've had the opportunity to partner with Patagonia on the design and packaging for their exciting new Simple Fly Fishing program. The scope of the project was to design and produce three sizes of fly fishing rod boxes, a kit box, a line and leader envelope, fly boxes, and a quick set up guide - all to accompany the publication of Simple Fly Fishing, co-authored by Yvon Chouinard, Craig Mathews and Mauro Mazzo. The purpose of the kit is to provide a ready-to-use experience for beginner fly fishermen and women.The book provides an extensive look into fly fishing techniques and componentry that takes the consumer back to basics and aims to provide them with a simpler, yet rewarding fly fishing experience.
Yvon Chouinard, founder of Patagonia, envisions this program as a path that allows any person of any skill level to be able to learn fly fishing at its core. In the end, the idea is not about how many fish you catch, it’s about the “spiritual and physical gain” that each person experiences. The theory behind his concept is that the fisherman or woman should get their hands dirty and learn fly fishing using basic skills and equipment, rather than spending hours learning through daunting, meticulous instruction. With that message in mind, CRP and Patagonia worked hand in hand to create a kit that delivers the goal of simplicity perfectly.
When we connected last fall, Patagonia informed us the program needed to be implemented, executed, and to their distribution center by March 2014 - all in time for an in-store launch date of April 1. With multiple components and a tight deadline, we were eager to get started and see this project through to fruition. We worked hand-in-hand with Patagonia to ensure that their design aesthetic and environmental goals were met. It was an extensive development process that required multiple levels of coordination, close attention to detail, and diligent project management, but the hard work came together successfully in the end.
The result is a well-coordinated program that complements the back-to-basics nature behind Patagonia’s Simple Fly Fishing program.
Visit Patagonia.com for more information.
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