Luma
Planning for a brighter future
Wilde Trout
Casting a premium brand and booking platform for Britain’s chalkstream fishing specialists
Chalkstreams are not ordinary rivers. They are rare, clear, mineral-rich ecosystems, and England is estimated to be home to around 85% of the world’s chalkstreams. For fly fishing, they represent something close to sacred ground: quiet, technical, deeply British, and increasingly precious. Wilde Trout sits right in the heart of that world. Based in Hampshire, the business offers private and exclusive chalkstream fly fishing experiences, from guided days and tuition to river beats, tackle hire, group events, gift vouchers and local travel recommendations.
Our job was to create a brand and digital platform that made the experience feel as considered online as it does on the riverbank.
Services
Sectors
The challenge
Wilde Trout needed more than a smart-looking website. The brand had to carry a premium countryside proposition, appeal to both local and international guests, and make a specialist service feel simple to understand, explore and book.
The offer was broad: chalkstream fishing, guides, courses, tackle hire, gift cards, group experiences, local stays and places to eat. The site needed to bring all of that together without feeling transactional or overcomplicated. It had to feel British, elevated and personal, whilst still working hard as a booking platform.
The brand
We created a visual world rooted in the character of the English countryside: premium, quiet, textural and unmistakably British. The identity balances heritage and modernity, using refined serif typography, restrained sans-serif support, rich chalkstream greens, river blues, oxblood tones, warm creams and subtle gold accents. The result is a brand that feels established, elegant and intimate without becoming old-fashioned.
The Wilde Trout monogram gives the identity a distinctive mark for digital, print and merchandise, while the wider art direction draws from early morning river light, wet stone, ferns, canvas, water, fly lines and the small details of a day spent outdoors. This wasn’t about making fishing look flashy. It was about making it feel special.
The website
We designed and built a custom WordPress website on an Elementor foundation, giving Wilde Trout the flexibility to manage content in a way that suited the business, while supporting a more bespoke front-end experience. The site combines editorial storytelling with practical booking functionality. Visitors can explore services, view experiences and book tuition, courses, fishing guides and river beats through a custom calendar-led user flow.
We also integrated WooCommerce to support payments, gift cards and e-commerce functionality, allowing customers to purchase services and vouchers directly through the site. The result is a platform that feels calm and premium on the surface, but commercially useful underneath.
The Fork & Feather
As part of the wider experience, we also created the sub-brand for Fork & Feather. Wilde Trout’s food and stay directory. This section was designed to help guests plan the full trip around their fishing. From country pubs and restaurants to hotels, inns and local places to stay, Fork & Feather turns the website into more than a booking tool. It becomes a guide to the area.
We built the directory around a filterable map UI, helping visitors find the best places to eat, drink and stay close to their fishing locations. It adds another layer to the brand: not just where to fish, but how to enjoy the whole chalkstream experience.
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