Malcolm Stewart is a Supercross champion, but motorcycles were never his first love. Fishing was. In fact, Malcolm has joked that one of the reasons he got serious about racing was simple: get sponsored, win races, make real money, and buy a boat. Fifteen years and three boats later, fishing is a major part of his life.

Malcolm came to CAPTAIN through a referral with an idea for a fishing brand that looked and acted nothing like the category. Premium, elevated, clean, and cool. No loud graphics. No “clip art fishing brands.” The opportunity was to create a Modern Fishing Lifestyle brand that could live between technical performance gear and outdated fishing apparel, bringing together product, culture, community, and style in a way the category was missing.

We built the brand from the ground up, from category discovery and positioning to naming, logo, visual identity, investor deck, social, and web. We landed on Rivell, a portmanteau inspired by river + swell, and the identity followed with a clean, modern aesthetic designed to feel as credible off the water as it does on it. The final package is sick AF, and we're looking forward to seeing it grow in market.

Send it, Mookie!