Student Spotlight: Root Medic


RootMedic is an up and coming aquarium fertilizer company that decided it was time for a facelift.

Starting out as a company that ran out of the owner's basement, it has progressed to a serious, professional company, so they needed a new identity and packaging to match. The packaging reflects the name, RootMedic, so the packaging is rather sterile and simple, like medical equipment or medicine labels. However, the color and light-hearted instructions on the back provide a fun and brightening effect on the user. Directed at both serious and beginner planted aquarium hobbyists, it was designed to not only compare to top-shelf brands in performance, but also visually on the actual retail shelf.

The extreme use of white may be seen as cheap, or as a cop-out, but it has its purpose to communicate that the fertilizer is a high quality, lab-tested product. When compared to the top competitors, it stands out in uniqueness, performance, and design. RootMedic's website is

Rootmedic’s new identity system and packaging were designed by Evan Wright,  a student at Missouri State University.


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