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Brand & Identity

Fins Aquarium Fish Feed

A concept packaging system for aquarium fish food, combining illustrated underwater scenes with colour-coded product variants.

  • Packaging concept
  • Visual identity
  • Illustration
  • Packaging system
The projectContext & approach

One illustrated system for a varied aquarium food range.

Developed as a KartenLabs packaging concept in 2020, Fins explores an aquarium fish-food range built around paperboard tube packaging. The system combines an illustrated underwater world, a playful fish-shaped wordmark, granular texture and colour-coded variants for different feeding needs, extending from individual packs to retail bags and a complete product family.

Year
2020
01A product family shaped around varied feeding needs
Complete Fins Aquarium Fish Feed family with five tubes and two retail bagsFins packaging presentation showing tropical fish tube artwork and product variants
02The brief moving from a packaging problem to a friendly concept
Concept board choosing fish food and identifying inconvenient packaging as the problemFins strategy board covering product needs, concept and friendly brand personality
03Paperboard structure, aquarium colour and a tactile visual language
Fins material board with paperboard tubes, colour palette, granular texture and typographyFins visual identity board with an orange fish-shaped logo and underwater illustration
04An illustrated packaging system designed to flex across the range
Fins packaging system showing front and back panels across fish-food varieties
05Colour-coded variants for distinct aquarium feeding needs
Fins Tropical Fish Flakes paperboard tube on a warm ochre backgroundFins Vacation Blocks paperboard tube on a burnt-orange backgroundFins Predatory Fish Pellets paperboard tube on a golden backgroundFins Algae Wafer paperboard tube on a deep orange backgroundTurquoise Fins fish-feed tube with orange fish illustrations
06The underwater illustration extending into retail packaging
Two Fins retail bags displaying underwater packaging artwork on orange

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