M.W. Reynolds provides handcrafted goods for the modern sportsman, specializing in fly fishing, shooting, motorcycles and apparel. After 10 years, the store relocated to a new downtown Denver location and was in need of a brand refresh to adapt the brand to its new location and expanded target demographic. dfine Branding began by updating the logo to give it a more modern feel. We then brainstormed and wrote new audience-specific brand messaging for use in M.W. Reynolds’ marketing collateral, advertising, social media posts and website copy. With a goal of attracting a younger demographic, dfine also established a fresh, new look for the brand design. dfine also designed and produced business cards and retail shopping bags to match the brand’s updated identity.