ECOFIN – Fish Food Packaging

ECOFIN — the food that makes caring for a pet feel like play

A fish is often a child’s first pet: easy to observe, simple to care for, and feeding quickly becomes a small daily ritual of responsibility. This first emotional connection between a child and a pet became the starting point for the ECOFIN packaging concept.

Instead of relying on conventional fish photography, the design communicates through simple shapes, bold colour and playfulness. The range is built around three fish sizes — small, medium and large. Each size has its own character and colour code: green, yellow and red.

A key visual device is typography transformed into food. The copy inside each fish simultaneously communicates information and builds the image of what is inside the pack: flakes, granules and sticks become part of the illustration itself. This turns the information layer into an active part of the visual identity.

The system follows a simple principle: recognisable first, engaging second. From a distance, the three SKUs are immediately differentiated by colour, fish size and silhouette. Up close, additional details reveal the product’s purpose, ingredients and food format.

The result is a packaging system that makes the fish-food category feel more approachable, playful and emotionally engaging. ECOFIN turns an everyday feeding routine into a small story about caring for a pet — one that is easy for children to understand and enjoyable for adults to choose.

Curator’s Insight

The detail that makes the system work is the row of fish-shaped badges across the top of each pouch. Each one is a circle with a tail, carrying the same three-part grammar: “for” a fish size, a headline figure, and “with” a key ingredient. This repeats the main illustration at a much smaller scale, so the technical information feels like part of the drawing rather than a regulatory afterthought. It also sits at the top of the pouch, which is the part still visible when bags are stacked or hung. A single blue ground, shared by the pouches and the shelf in the mock-ups, lets each coloured fish stand out like a catch in open water.