Ritual · Tackle & Supply · Austin, Texas
Anglers already live by the moon: solunar tables, major and minor feeding windows, the 4:30 alarm before a full-moon morning. MOONHOOK compresses the whole brand into one object — a bare hook cut as negative space through the full moon, carried on a night-sky coin. One idea, one silhouette. No sparkle, no trebles, no costume western. The moon tells you when; the hook is what you tie on. That is the ritual.
The four rejected drafts had five focal points fighting. This has one. You can explain it in a sentence, and it rewards the second look.
A dedicated 16-pixel favicon master, an embroidery ladder written into the badge file, and a one-color stamp that recolors by swapping a single hex value.
Every letterform is original bezier geometry — 13-unit stems audited to 0.2% spread, and the T-bar and L-foot carry the exact 2.5 : 11.5 cant of the hook point.
The drop rules are written into the files themselves: below a 2.25-inch / 160-pixel lockup width the TACKLE ◆ SUPPLY line drops (mark + RITUAL only); below one inch the icon runs alone. An embroiderer gets the badge master with its stitch ladder documented in the header comment — no hairlines, minimum feature 3 units above the floor.
Brass appears exactly once in the system — the diamond between TACKLE and SUPPLY. The accent is a costume, not a crutch: every file is complete in one color first.
The crescent-as-hook alternate is still on the bench being refined.
Six designers each took one territory. Every concept was scored blind by three critics — a brand strategist, a type director auditing the raw vector geometry, and a production designer testing the 16-pixel, embroidery, and one-color floors. A synthesis director ranked the field, grafted the best construction details across concepts, and sent two systems to refinement.
Highest verified craft and the best reduction story in the field. Selected.
The most ownable single idea submitted — the moon IS the hook. Refined as the alternate.
The best-drawn system of the round, but the ownable part rides a generic badge chassis.
Real lettering-artist discipline; hook-as-letterform is a device competitors can rent.
The moon-as-counter move is proprietary, but the merch-carrying icon stays generic.
The best story of the round — the fish took the moon’s reflection — on the roughest drawing.