Fish food isn’t just about feeding your pet—it’s also about feeding them something that will keep their tank clean and give them balanced nutrition. Bob Martin is the UK’s leading pet care brand, and they asked Midday to reinvigorate their line of fish food to make it a category leader.

“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.”