A very different project for Unflown, Helix Lures is not a product but an evolution to the basic attachment of fishing lures. Their need was for branding that doesn't lose legibility when reproduced very small as a part of the branding of other companies (think "Intel Inside" where the product they sell is integrated into existing products and promoted as a feature).

The poster above plays off the company's biggest hurdle, which is also its biggest strength—namely that the product is something new to an industry rooted in tradition but a product which is easier and more efficient and, therefore, more successful for the individuals who try it.

Of course, Helix Lures now also has a uniquely Modernist look in the world of fishing.

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