Fritz Aquatics
Brand Identity and Packaing Design System

Fritz aquatic products have been established as a trusted, high-quality brand for decades, but needed an update to appeal to a new generation. The update covered dozens of products in multiple sizes totaling over 90 individual SKU's.

Fritz Aquatics brand elevates the fish and aquatic environment to be a hero image, wrapping in and around the product name. Ideal specimens of fish species popular with advanced hobbyists were selected and portrayed in a natural environment. A marine-biologist-photographer was hired to consult and provide scientifically-accurate and visually stunning photography.