Flora + Fibre

BASS PRO SHOPS OWNS A WOMEN’S FASHION BRAND?

This isn’t Ripley’s Believe It or Not, whether you believe it or not. The brand is currently known as Natural Reflections, but the bigger problem, is that it’s not really known. So early this year I set out to rebrand Natural Reflections in a way that would better resonate with our current customer base, but also provide a platform to draw in new customers.

Now, the most important thing to remember is that I was hired as a Senior Art Director for the HUNTING side of the business in 2021. So clearly, women’s fashion is my forte.

So, what do we have to work with?

Current Logo

Primary Color

…and that’s all folks.

So, I did something about that

Secondary Color

MAJOR THEME

INSPIRED BY NATURE

This has been the running tagline for Natural Reflections for years. And honestly, it works quite well.

The clothing is inspired by nature, the costumers are inspired by nature, and I am inspired by “inspired by nature.”

NAMING

THE LOGO MARK

On the surface, it’s a play on the phrase “Flora + Fauna.” This is true.

BUT WAIT, THERE’S MORE

Flora is the great-aunt of the one and only Johnny L. Morris. She also reportedly played a massive role in raising John A. Morris, Johnny Morris’ father, and the person that Johnny attributes much of his success to.