Masterfish: from logo to a store with a smart catalogue
For Masterfish we did everything from the mark to the cart: the logo, the visual identity and an online fishing tackle store where gear is found by water, technique, rod class and target fish, and the site recommends a lure for the fish you are after.
- Client
- Masterfish
- Industry
- E-commerce / fishing tackle
- Scope
- Logo, brand and store
- Status
- Pre-launch
- Service
- Online store development →
Fishing gear is not chosen by product type alone
- The brand had to be built from scratch: mark, colours and typography
- One lure works for several fish, techniques and waters, so a plain category tree is not enough
- Customers often know which fish they are after, but not which lure to buy
- Filter combinations must not create thousands of duplicate pages for Google
- The admin had to keep up with the catalogue from day one, not lag behind the store
A brand and a catalogue that think like an angler
- Logo: a bold, hand-drawn M with a fish tail in the negative space
- Design guide: paper, dark ink, one accent and one typeface
- Filters that cross-reference: water, technique, rod class, target fish and lure type
- A lure recommendation for the target fish, drawn from the catalogue itself
- An admin built alongside the store: products, filters, orders and finances
Brand and store from one team
A mark you remember after one look
The Masterfish mark is a bold, hand-drawn letter M with a fish tail in the negative space and water lines on either side. The whole brand grows out of it: colours, typography and usage rules, written down in one design guide that covers both the store and the admin.
- Paper#F1EEE6
Main site background
- Ink#15140F
Text and dark surfaces
- Tide#14655A
The only accent: buttons, links and active filters
- Gold#C2902F
Rating stars only
One typeface for the store and the admin, from headlines to prices.
Rods, reels, lures, line and tackle
Aa Bb Cc Čč Ćć Dd Đđ Šš Žž · 0123456789
- A vector mark, faithful to the hand-drawn original
- One accent colour, no extra colours for sales
- Gold reserved for customer ratings
- Site icon: the mark on a green tile
Filters that cross-reference
For Jig&Bau a category and a target fish are enough. Masterfish sells rods, reels, lures, line and tackle, so every product is described from several angles at once.
Water
Fresh or salt water, as the first choice in the filters and in search.
Discipline and technique
Lure fishing, feeder and other techniques each have their own page with the gear that suits them.
Rod class
From UL to XH, with the casting weight range shown on the product card too.
Target fish
Pick a fish and the store shows the lures and techniques that work for it. Every fish has its own page as well.
Lure type
Lures can also be filtered by how they swim and how deep they run.
Compare and wishlist
Products from the same category can be compared side by side, and favourites saved for later.
Lots of filters, no duplicate pages
Filters help the customer, while Google should only see pages that make sense on their own.
Pages per fish and technique
Selected combinations, such as lures for a given fish or gear for a given technique, are real pages with their own copy.
Other filter combinations
Google does not index them as separate pages, so rankings are not spread across thousands of similar URLs, while links still lead to products.
Products for Google
Every product carries its price, availability and ratings in a form Google understands, along with the path to its category.
Related products
A product page leads to gear for the same fish or technique, and pages per fish link back to their category.
Orders, admin and delivery work as in Jig&Bau
The rest of the store is the same foundation as Jig&Bau, adapted to a larger catalogue.
Cart and payment
Orders that cannot be sent twice, IPS QR or cash-on-delivery payment, confirmation emails and an abandoned cart reminder.
An admin for the whole business
Products with variants and stock, filters and recommendations, orders, customers, promotions, the blog and landing pages, with roles for the team.
A protected admin
Two-step sign-in, access only from allowed addresses and a limit on sign-in attempts.
D Express
The D Express connection from Jig&Bau has been carried over and is ready, and switches on once Masterfish signs its own D Express contract.
The store’s stack
Frontend
- Next.js 16
- React
- TypeScript
- Tailwind CSS 4
Backend and data
- Supabase
- PostgreSQL
- Customer emails
Brand
- Vector logo
- Design guide
- Mulish typeface
SEO
- Product structured data
- Sitemap
- Canonical URLs for filters
Key learnings from this project
The catalogue is part of the product
When gear is described the way an angler thinks (fish, water, technique), filters, recommendations and pages for Google all come from the same data.
Design guide before components
Every part of the store and the admin was built from the same guide, so the site looks like one brand rather than a template.
Admin alongside the store
Every new store page got its admin counterpart straight away, so the owner enters the catalogue without waiting for a developer.
Need a brand and a store?
We do the logo, the visual identity and the store, so everything from the mark to the cart speaks the same language.
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