Branding
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Packaging Design
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Identity Systems
H2OX
About
H2OX is a private-label fishing brand developed for Academy Sports + Outdoors. Formerly H2O Xpress, the brand was renamed and repositioned as a clear, technical choice for anglers—spanning rods, reels, and bait. Designed at Tractorbeam, the system includes logo, packaging, and an information framework to make specs easily readable across formats. We also storyboarded a teaser reel to introduce the refreshed identity at launch.
Credits
Client:
Academy Sports + Outdoors
Creative Director:
Matt George
Photography:
The Georges
Designers:
Chase Kahn, Mason Peterson
Year
2021
