Orvis

Wonderline - Flying Off The Shelves

Orvis, the leader in fly fishing and refined country living, has a valuable, established brand. Their Wonderline product is the leading fly line product on the market, however it was traditionally sold on a standard, plastic spool and often times inventoried in supply rooms, not displayed at retail.

In order to promote retail sales and gain immediate exposure, Orvis wanted to develop a new package for Wonderline that would truly embody and convey the premium brand image of the product and the company. After extensive research and development, Wonderline was launched -- the most innovative and sophisticated fly line on the market.

BUSINESS CHALLENGE

Differentiate the Wonderline product at retail
Create a package that is unique, appeals to avid fly fisherman (and women), and meets strict retail and manufacturing requirements
Develop graphics that are eye-catching, yet consistent with the overall brand strategy

SOLUTION

We designed and engineered a unique packaging structure that enables the fly line to be sold without the traditional paperboard package. With the consumer in mind, a hard plastic spool was developed that can be easily opened, locked shut and displayed in a variety of configurations at point-of-sale. This allows consumers to feel and touch the line, something they weren't able to do before. It is this innovative design that got the product out of the back room and onto retail shelves. The shape and structure of the spool and labeling system are designed to be implemented using Orvis' current manufacturing processes, a design objective that was challenging to meet.

RESULTS

Although priced 25% higher than the closest competitor, retailers cannot keep Wonderline
on the shelves -- literally.
The revolutionary package launched an entirely new image for Orvis and the Wonderline product line.
The revolutionary package launched an entirely new image for Orvis and the Wonderline product line.