Package Redesign
Hikari’s Sinking Wafers, a product for catfish and other “bottom feeders”, is reintroduced in refillable puck form, promoting convenience and sustainability. The project included a IMC (Integrated Marketing Campaign).
Deliverables
Package mockup, digital and print assets
Business/Organization
St. Lawrence College
Research & Ideation
I conducted research at local retailers and online, identifying patterns in packaging design and drawing from my own experience engaging with packaging while caring for my aquarium.
Concept
The package takes the form of a puck, inspired by Icebreakers mints, designed to offer both convenience and sustainability. One tab opens to dispense a single pellet at a time, while the other opens the puck fully for refilling.
Visuals
This lineup features playful, flat illustrations that contrast competitors' stock photography, while continuing to highlight the Hikari name audiences have come to love and trust for their aquarium needs. Colour coding mirrors their original packaging: the algae wafers, for instance, remain a prominent green.
Outcome
This class project was received as a strong example of packaging design — one that stands out from competitors while retaining the brand equity and product clarity Hikari audiences already rely on. The campaign extended across multiple touchpoints: an Instagram filter titled "Which Bottom Feeder Are You?" drives engagement among aquascaping influencers, a Reddit conversation ad meets enthusiasts directly in communities like r/aquascaping and r/aquarium, and a physical coupon distributed through specialty fish stores reaches Hikari's most dedicated customers where they already shop.