Chapman bags have been making traditional English fishing and shooting bags bags for more than 30 years from their artisanal factory in Cumbria. Construct has always championed independent businesses manufacturing in the UK and were delighted to create a new brand identity for Chapman.
Inspired by the brands hunting, shooting and fishing background and the raw, honest, simple and functional nature of the product Construct created a simple brand marque and a palette of associated brand signifiers. An icon was created from interlocked fishing hooks used like crossed horns and forming the logotype lock up with a strong simple typographic treatment of Chapman and a proud made in England claim.
The logotype was designed to be functional working across digital, print and physical environments and of course on the product itself. The fish hook marque is also used in repeat form as a pattern on product and communications. The black and red on white palette reflects the colours of the country side, the red inspired by the flash of red on wild fish like trout.
The new identity is combined with atmospheric photography of the wild landscape of Cumbria and the lakes, the raw beauty which inspires the brands iconic leather and canvas bags.