Followfish Design & Branding AGAINST THE TIDE by Leagas Delaney Hamburg

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AGAINST THE TIDE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Leagas Delaney Hamburg
Creative Director Florian Schimmer, Michael Goetz
Art Director Felix Boeck, Robert Westphal, Jan Van De Berg
Copywriter Oliver Kothz, Heiko Franzgrote
Illustrator Veronika Kieneke
Released January 2012

Credits & Description

Category: Consumer Products
Advertiser: FISH & MORE
Product/Service: FOLLOWFISH
Agency: LEAGAS DELANEY HAMBURG
Chief Creative Director: Stefan Zschaler (Leagas Delaney Hamburg)
Creative Director: Florian Schimmer (Leagas Delaney Hamburg)
Creative Director: Michael Goetz (Leagas Delaney Hamburg)
Art Director: Jan Berg (Leagas Delaney Hamburg)
Art Director: Felix Boeck (Leagas Delaney Hamburg)
Art Director: Robert Westphal (Leagas Delaney Hamburg)
Copywriter: Heiko Franzgrote (Leagas Delaney Hamburg)
Copywriter: Oliver Kothz (Leagas Delaney Hamburg)
Graphic Design: Nadine Hoenow (Leagas Delaney Hamburg)
Production: Sven Schmiede (Leagas Delaney Hamburg)
Account Manager: Heinke Kraack (Leagas Delaney Hamburg)
Illustrator: Veronika Kieneke
Printer: (Printarena)
Media placement: Packaging - Supermarkets - Since 2007
Media placement: Film - Onlline, Fairs - Since 2011
Media placement: Ads + Poster - Magazine, Billboards - 31.12.2011 - 10 Days
Media placement: Brand Book - Sales Talks, Fairs - 24.01.2012

Describe the brief from the client
Many customers are uncertain about eating fish because of the negative environmental consequences - overfished oceans and numerous fish species close to extinction. The new brand Followfish has devoted itself to bring purely 100% sustainably caught fish into Germany's freezers. Our challenge was to make this dedication public.

Describe the challenges and key objectives
Lead the way to total differentiation – including with the design.

Describe how you arrived at the final design
The packaging in brown-paper-box look already stands out perfectly in the mass of blue fish boxes in German supermarkets. From this starting point, we developed a whole new look and design universe around the Followfish brand. Our very unique handmade illustrations filled the brand with life and supported the communication in its good pursuit.

Give some indication of how successful the outcome was in the market
The result: In a very short time, Followfish became the most sustainable fish brand in Germany.
In 2011 Followfish was first nominated for the German Sustainability Award and was instantly ranked among the top 3 of 670 nominees in the category 'Product'.