This was an exciting opportunity to work alongside one of our long-standing clients as they look to introduce a new range of fishmeal free fish food into the market. The key selling point for this new product range was that the food contained no fishmeal, an industry first. Instead the range contained worm and insect meal to provide a natural source of protein that fish would normally eat in the wild.

Our brief was to create an impactful design that would appeal to consumers who want their fish to eat a food that has as small an environmental impact as possible whilst also enjoying the best possible health. The new range needed to sit above competing ranges, across both packaging and point of sale, and needed to convey a premium feel.

After the initial concepts were presented to the client, we established a clear route to proceed with, developing a ‘Fit & Wild’ sub-brand that reflected the worms/insects contained within the food. The challenge was to create an eye-catching design, that was both fun and professional, and that communicated the unique USPs of the food on a relatively small pack size.

We introduced clear, colour coding to differentiate between the three product types (Tropical, Goldfish and Vegetarian) and created detailed, anatomical illustrations for each. We also created a dynamic pattern that incorporated of the four main ingredients (Mealworm, Daphnia, Bloodworm and Black Soldier Fly).

Once the design route was established, we then had to roll this out across various pack formats, as well as advertising, POS, promotional items and digital formats. We produced a website design, as well as multiple different promotional tools such as shelf edging strips, FSDUs, shelf wobblers and promotional flyers to ensure that the new product range achieved maximum brand awareness.