Wild and Free

Design: Martin Kušpál
Project Type: Produced, Commercial Work
Client: Wild and Free
Location: Prague, Czech Republic
Packaging Contents: Freshwater Fish
Packaging Substrate / Materials: Plastic

Wildfish and Free Fish Packs
The nature of the product is largely defined by its geographical origin. The city, where the Volga River flows into the Caspian Sea, sounded fabulous to us. We have decided to include maps of this area in the design of the package if someone accidentally takes an interest in this fascinating place.

The packaging is characterized by technical and schematic illustrations of basic product information.In the composition, we were inspired by a simple and purely functional style of record labels, as well as by printing from a depth that produces a hand-painted impression. The lower part forms a series of pictograms that highlights the three major competitive advantages of products.

For the uniqueness of packaging graphics we have also created a number of author illustrations
While the subtle structure of the cramped layer illustrates the connection with the aquatic element, the main message to the customer is, besides the name of the fish, is stylized, yet sufficiently illustrative at the top of the packaging. Our illustration thus created not only the already mentioned map of the area together with the sketch of the cultural monuments of the city of Astrakhan, but also a series of pictures of fish from the portfolio products.

We believe that our packaging avoids clichés in this segment and is targeting customers to meet the intentions of telling a story about the origin and quality of this great brand of products. Listed below is more information about the Wild and Free brand.

What’s Unique?
There is a map of an area where the fish live on the packaging. Just in case someone is interested.