The Banjo Minnow Rebrand

I met Ken almost 9 years ago when he became my first international freelance client. Over the years, we’ve worked on countless projects together, but one that really stands out is The Banjo Minnow. In 2019, Ken reached out to me to help rebrand this iconic company he had just partnered with. When I started researching, I quickly realized The Banjo Minnow wasn’t just any brand, it had been around for 30 years. Ken’s company, Script to Screen, had actually created its famous infomercial back in the ‘90s, with Ken himself as the host!

Click here to watch the 1995 Banjo Minnow Infomercial

The pressure was on to make the rebrand both memorable and true to its legacy. Since then, we’ve done some incredible things with the brand, and it holds a special place in my heart.

1.- Leading the rebrand of their 30 year old legacy brand, modernizing its identity for today's digital market.

The Banjo Minnow 🎣

The Banjo Minnow is a legendary fishing lure brand known for its unique, lifelike design that mimics the movement of real baitfish. With over 30 years of history, the brand has a dedicated following among anglers and outdoor enthusiasts. Today, it continues to thrive with a fresh rebrand, offering its iconic fishing kits on platforms like Amazon and through retail, helping fishermen of all levels catch more fish with its time-tested products.

With a brand as storied as The Banjo Minnow, the challenge was to create a look that respected its iconic status but also felt fresh and current. The brand needed to engage both longtime fans who remember its 1990s infomercials and new customers discovering it on Amazon and social media.

2. Developing User Personas to Guide Brand Strategy

Getting to Know the Anglers Behind the Brand

To build an authentic brand experience, I started by creating detailed user personas. These personas helped me understand the motivations, needs, and interests of our audience—from seasoned anglers to weekend fishers. This insight guided the brand’s tone, visuals, and messaging across all touch-points, ensuring a connection with the real people who trust The Banjo Minnow.

3.- Telling a 30-Year Story in 20 Pages:

Crafting a Compelling Pitch Deck for The Banjo Minnow

The pitch deck was designed to communicate 30 years of brand history in a compelling and memorable way. I developed a 20-page, narrative-driven deck using minimalist layouts and strategic infographics that allowed key messages to shine. By integrating rich visuals with a clear story, I made sure the deck was engaging for potential investors and partners, showing both where the brand had been and where it was headed.

4. Social Media Refresh

Creating a Social Buzz with Persona-Driven Content

With a clear picture of our target audience, I refreshed the brand’s social media presence to appeal to fishing enthusiasts of all backgrounds. Using the mood board from the direction team, I designed engaging posts and visuals that speak directly to our user personas, enhancing brand engagement and reinforcing The Banjo Minnow’s updated identity.

Social Media Ads Strategy

Crafting High-Impact Video Ads That Drive Engagement

5. Packaging Design

Packaging That Pops on Shelves and Screens

The new packaging was crafted to appeal to the personas identified during research, combining a modern look with classic touches. The design stands out on both physical shelves and digital screens, connecting with loyal customers while attracting curious newcomers.

6.- Amazon A+ Content

Making an Impact on Amazon with Story-Driven Design

For Amazon, I had full creative freedom to develop A+ content that would capture attention and drive sales. Leveraging insights from the user personas, I crafted content that highlights the product’s unique features and brand story, making the shopping experience both informative and compelling.

Working with The Banjo Minnow has been a rewarding experience, and I’m proud of the projects we’ve completed together. From rebranding to content creation, each step has strengthened the brand's legacy while adapting it for today’s market. We continue to collaborate on new projects to bring the Banjo Minnow to even more fishing enthusiasts, and it’s a brand I genuinely enjoy being part of.