Bait Tackle Store




  • Brand identity
  • Logo design
  • Brand guidelines
  • Customer experience
  • Billboards & signage
  • Promo merchandise
  • Multimedia

“For the Anglers, by the Anglers.”


Bait Tackle Store (Bait) specialises in the retail of fishing products for the ‘Fishing Enthusiast’. The company’s journey started in 2014 with the opening of the first store in Brisbane. With both online and direct sales exceeding their objectives, Bait has opened a new store located on the Gold Coast in August 2019.

Ever since its inception, the Yah team has been closely supporting Bait’s marketing initiatives as their agency of reference. From crafting their brand identity to developing their Shopify platform and designing billboards and signage for their stores to cite only a few, we are very proud to be an integral part of the successful journey of Bait.

Brand identity & logo design 


Our main goal was to create a brand identity that put a strong emphasis on Bait’s corporate culture whilst representing the fishing products. Working closely with Bait Tackle Store and their colleagues we conceptualised a variation of hand-drawn identities.

From there, we evolved the concept to add colours, depth and contrast to create a final logo that is both attractive and memorable on the long-term. The design vehiculates the fun, young and energetic characters of Bait’s Directors, as well as the water-related attributes of the brand.


Brand guidelines 


To finalise the brand identity, we derived from the logo design Bait’s other brand assets such as the typography, colour palette and imagery. Our main goal was to keep the elements simple and agile to implement. From there, we developed brand guidelines outlining usage directions for all the brand assets to ensure all brand users are applying the brand in a consistent manner across the board.

Stores’ signage


From Bait’s beginnings to now, we have supported the design and print of their two stores’ signage and brought Bait’s vision to life.

We started by defining way finding strategies to identify what visuals would help visitors navigate around the store. From there, working together with the sign-writers, we defined visuals that would not only help for the navigation but also be compelling for visitors to make a purchase.

Keeping consistent colour ways across the signage both inside and outside the store, we created a resonant brand presence that enhances the customer experience when visiting stores.

The above photos have been taken of the new Gold Coast store. We made sure to keep consistency between the blue interior and the primary brand colour. Colour is an important factor when resonating with your audience.

Blue is the colour of the sea and the sky. It also symbolises trust, loyalty, wisdom and confidence, all traits that are shared by Bait and its directors.


I have worked with Yah Marketing for many years, across many of my businesses.

The Yah team has provided us with digital and creative support from start to finish, through all of our business ventures. They have helped us with many items, such as; system integration, websites, print and design. The Yah team is great to work with – always there for support and very effective in communicating our vision.

We look forward to working with Yah for many years to come. Thank you to the Yah team for all of your hard work! 

Ivan Lee

Director / Founder, Bait Tackle Store

The Bait boat


Just like vehicle signage, boat signage is a powerful medium to promote a business. The bright brand colours used on the Bait boat signage made it stand out from every other boat on the water. It has been an effective way to create brand recognition among their target market of anglers.

Further to brand recognition, the Bait boat had for objective to give the team the edge when producing videography on the waterways. Working together with our partner Monaghan Signs, we designed the concept and prepared all scaled vector graphics and print-ready files.

Promo merchandise 


In the spirit of Bait Tackle store, we have also helped in designing, printing and supplying the store with their own range of merchandise such as caps, shirts and sublimated garments to cite only a few.

The aim was not only to promote the brand but also harness the value of brand culture to assist with the Bait team’s efforts in optimising customer experience.  

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