The ‘Hooked’ package design is a fish pellet set that acts as a functional, sustainable alternative to traditional fish food packaging by offering a paper-based alternative to commonly sold plastic fish food containers.

Key characteristics of the final packaging include its typography, visual layout and interactivity. A custom typeface mimicking playful handwriting was created for the project to complement other aesthetic choices made across the package and to appeal to children while retaining legibility.

The colour palette and overall visual layout of the package promotes a connection between the package and children, mimicking popular pet store fish stocks and standing out among common fish food packaging. The back of the package offers an interactive aspect in the form of a daily feeding checklist that promotes regular fish feeding, teaching children responsibility and preventing the overfeeding and underfeeding of fish.