Wild & Free Fish

Wild and Free frozen fish stands out through detailed line-art illustrations of pike and zander that dominate each pack, communicating wild-caught provenance and species authenticity at first glance. The hand-drawn fish graphics pair with vibrant colour blocking—coral orange for pike, turquoise for zander—to create instant shelf differentiation in the frozen aisle.​

The split-level design layers bold colour fields over a textured white base featuring topographic map illustrations and fishing vignettes, reinforcing the “Wild and Free” promise of sustainable freshwater sourcing. Clear messaging around deep-freezing and premium quality supports the artisanal positioning.