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JRC Reveals New Look for Iconic Carp Brand

New logo, packaging design and brand slogan seek to capture the essence of the modern carp angler

Established in 1992, JRC has earned the trust of carp anglers through two decades of consistently producing products with a reputation for high performance at a fair price. Now the brand has had a refresh, as owners Pure Fishing look to the future of the brand. The traditional gold JRC logo known to anglers across Europe is replaced by a fresh red and black colour scheme, a new logo and an update to packaging and marketing materials.

Brand manager, Ralph Dijk explains the thinking behind the new look:

“JRC has evolved over 20 years from its early roots, and we wanted to update the brand’s look to reflect the technical and forward thinking approach of our team. The new logo has a minimal, contemporary design that we love, and there’s a hidden element for the sharp-eyed.

Look closer, the logo reveals a hidden outline of a bivvy – among our best known products – and the cross of St George, representing our English heritage.”

Accompanying the logo update is a refresh of the brands packaging, which has been redesigned to showcase product features and improve the way the products look in store. Branding is now more consistent across the product range, and the new packaging will be phased in over the 2015 season.

The JRC team have also been working hard on updating their product offering, with the new Stealth Bloxx Bivvy leading the way in bringing well thought out products to the carp market. Long session bivvies, sleeping bags and a new range of rods are all in the pipeline.