London (UK) & Vancouver (Canada)

Creative Agency: Midday
Creative Directors: Will Gladden, Claudio Vecchio
Project Type: Produced, Commercial Work
Client: Bob Martin
Location: UK
Packaging Contents: Fish Food

Bob Martin, the UK’s leading pet care brand, tasked us to reinvigorate their fish food range to compete with category leaders.

We began by observing tropical fish in their environment, leading us to conclude that no fish food brands on the market accurately reflect the nature and dynamism of the fish through their packaging.

Our design transports the consumer underwater to celebrate the colour and beauty of tropical fish. Using photography of characterful fish we reflect their sprightliness and the relationships between different fish groups to create a visual aquarium on shelf.