Derrick Lin


Design: The Collaborators
Creative Director: Mary Lewis
Designer / Illustration: Ben Wills
Words: Nicky Roberts
Art Direction: Harry Knight
Photography: Neil White
Account Direction: Helen Bertin
Brand Strategy David Webb
Project Type: Produced, Commercial Work
Client: Reel Fish Co
Location: Bristol, UK
Packaging Contents: Tuna
Packaging Substrate / Materials: Can
Printing Process: Flexo

The Collaborators have created a new positioning, brand identity and packaging for The Reel Fish Co. An antidote to the big tuna names, Reel Fish are on a mission to re-invigorate and disrupt the tuna aisle with a challenger brand that looks and behaves differently. With the positioning ‘Fish Unlimited’ The Collaborators developed a striking and anarchic look, made up of scrapbook ideas bursting out of a bold contemporary logo. A collage of culinary ideas, seaspiration and flavoursome ingredients, the design is aimed at getting a younger generation on board with tuna and realising its potential beyond sandwiches and potato fillers. As well as the identity and packaging designs, a vivacious tone of voice was created and a lively fun website was designed which consistently carried the new brand personality and style throughout.