Case Study | Sports equipment
About
PENN Fishing Tackle Manufacturing Company has been the recognized leader at the forefront of sportfishing tech since 1932. Their rods and reels are the first choice of serious anglers and trophy-hunters.
Mandate
PENN is the premier authority when it comes to battle-tested fishing tackle. When they needed a site refresh to reflect that position, they sought a similar authority in web design. PENN product demanded to be displayed prominently, with technical specs, utility, and performance of every reel, rod, and combo easily shoppable – even on mobile devices.
Approach
Third and Grove invited PENN's superfan customers to identify with the triumphant spirit of the brand through big, bold photography that helps them picture what it would be like to reel in that big prize.
Without limits
As a site geared at serious fishing gearheads, PENN product demanded to be displayed prominently. The technical specs, utility, and performance of every reel, rod, and combo needed to be easily shoppable – even on mobile devices.
Trophy-worthy design
Big, triumphant editorial photography captures the feeling of sport fishing at its finest. Clear, clean, no-nonsense design reinforces PENN's authority as the premium category leader.
Originally delivered by Elva, now part of Third and Grove.
“What I like about Elva [now a TAG company] is feeling every time they show me something, I'll say 'You've got it.' They know brands.”
Bram Hutchinson
Chief Digital Officer
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