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By its owner’s admission, the Williamson lure brand has not seen much innovation for nearly two decades.
Recognising a need for the revival of the brand, Rapala VMC Corporation has embarked on what it describes as a ‘significant’ transformation, starting with a fresh logo and new identity.
Phillippe Guigo, Williamson Brand Manager, said: “The move was not only cosmetic – it also marked a crucial shift towards sustainability.
It was, explains Guigo, a change that involved redesigning over 900 SKUs, which now includes packaging with a durable three-layer cardboard structure capable of handling the substantial weight of saltwater fishing gear.
“Sustainability is central to Rapala VMC’s approach and we are actively working to improve our environmental practices in the recreational fishing industry. Initiatives, such as adopting eco-friendly lure materials and reducing plastic in packaging are crucial steps to reducing our ecological footprint.
“As part of our Sustainability Strategy, we continue our efforts to eliminate harmful substances and increase our use of biodegradable materials. While we acknowledge that there is still progress to be made, the recent overhaul of our Williamson brand clearly demonstrates our commitment to leading by example and continuously enhancing our sustainability efforts.
“The transition to sustainable packaging for Williamson was a natural step for us. We replaced the old plastic heavy designs with new, almost entirely plastic-free packaging across the Williamson global product range.”
The innovative package design reduces plastic usage by approximately two metric tons a year, thanks to the elimination of oversized plastic clamshells. “We optimised the use of materials by creating versatile cards that accommodate multiple products, further minimising waste.”
Guigo added that the Williamson packaging transformation was a global effort, involving a diverse team from its factories in Asia, designers in Finland and experts from the USA and Europe. “The wide-ranging collaboration brought a variety of insights and expertise that were crucial to the success of the project, ensuring that the new packaging met both practical and aesthetic standards.
“The challenge was to develop packaging that was not only sustainable but also capable of supporting the significant weight of saltwater fishing products. We engineered a robust three-layered cardboard ‘sandwich’, consisting of an outer shell, an inner core, and another outer shell, to provide the necessary strength.
“Sourcing the right quality and thickness of cardboard was essential to maintain product integrity during transport and on display, proving that sustainability can complement practical design beautifully.
“Further, the positioning of the product within the package required careful consideration of weight distribution and hook placement. Our team undertook extensive testing to ensure the packaging would hold the products securely under various conditions.”
Guigo said that the market’s response to the new Williamson packaging has been overwhelmingly positive. Launched initially in the Southern Hemisphere in summer 2023 and in Europe in the summer of 2024, the redesign has been met with acclaim for both its aesthetic appeal and functional improvements.
“Customers appreciate the reduced plastic use and the tactile product experience, which allows for better visibility and handling of the fishing gear.
“Our rebranding and packaging redesign have been extremely well-received by both retailers and consumers. The new design is not only cleaner and more attractive, but also significantly reduces our environmental footprint.
“In addition to packaging innovations, we are actively adopting non-toxic materials in our products. This includes introducing lead-free trolling gear, substituting traditional lead with zinc.
“We continuously strive to incorporate sustainable materials into our products wherever possible, aligning with our broader commitment to environmental responsibility.
“This journey has breathed new life into the Williamson brand while reinforcing Rapala VMC’s sustainability commitment. By integrating these practices across our operations, we continue to build a culture of conservation and responsibility that aligns with our values and meets our customers’ expectations.
“It’s been a fun ride; seeing the Williamson brand re-emerge 20 years later has been incredibly rewarding and a testament to our team’s hard work and dedication to sustainability.”
