Waterworks-Lamson, a leading fly fishing reel manufacturer, announced today that they are rebranding and dropping the “Waterworks” portion of their name. From now on, the company will simply be known as “Lamson.”
The company explained the rebrand in a blog post, saying that it is “a way to align our brand with how the majority of fly fishers think about us.”
“When we started in 1995, we were ‘The Waterworks’ and those of you who knew us in the early years knew us as the upstart company with the Ketchum Release (our first product) and soon after, Waterworks ULA Force and Waterworks ULA Purist reels,” the company wrote. “We then bought Lamson from Sage in 1998 and became ‘Waterworks-Lamson.’ That’s a pretty solid mouthful, but we felt it was important to hang onto both brand identities.”
“But over time, younger and newer entrants to the sport came to think of us as simply ‘Lamson.’ This is true now for the majority of fly fishers – we are simply ‘Lamson’ in their minds. Dropping ‘Waterworks’ from the logo aligns our brand with how the majority of fly fishers think about us.”
The company also assured customers that nothing else about the company is changing, including ownership, people, place, or products.
“If you want to still call us ‘Waterworks’ out of habit or nostalgia, that’s just fine,” the company wrote. “The spirit of those early Waterworks days lives on.”
The rebrand will take effect immediately, and the company’s new logo will be reflected on its website, social media, and marketing materials.