Hooked
A brand that does what it says on the tin
Hooked
A brand that does what it says on the tin
Tinned fish often looks so good it’s treated as a piece of art, too pretty to open (we’re thinking Ortiz, not John West salmon).
Sure, the designs are lovely. But on the other hand, have you ever read your tin of fish? Is there even anything to read? Aside from the product name, perhaps the words ‘line-caught’ if you’re lucky. Tinned fish is a category, like so many, where design gets to do all of the talking.
As a studio with its own writing team, we know the pulling power of words. To us, a tin of fish isn’t a protein pot or a pretty souvenir, it’s a flavour bomb. A delectable, big whack of satisfying goodness. And a big opportunity – to create a brand that truly stands out, by enticing people to buy it through the words on the tin, not the pretty fish illustration. So, we did an experiment and created Hooked: a tinned fish brand with a clear point of view and a whole lot to say.
‘Hooked’ typifies the brand’s dry sense of humour. In advertising, ‘Get Hooked’ becomes it’s own tongue-in-cheek tagline that celebrates the lip-smackingness of the fish (or seafood) inside.
The tone of voice is designed to speak to them on two levels; first, as a harbinger of taste that knows about flavour, quality and sustainability. Second, as a clownfish. The tone of voice needed to win the spotlight back from design. Humour was the key to this, making Hooked’s tins memorable, unique and delightful enough to build an emotional connection with everyone who meets it (even people who aren’t interested in fish). It’s a balance designed to enthral: thoughtful word choices, cheap fish puns and the occasional social commentary.
Ann Chovies, Smackerel – to signal it’s an altogether different product from your supermarket’s basic range. By keeping the design consistent but differentiating the product’s names and personalities, people can collect the tins for their words, not their design.
Visually, the deep blue sea acts as poetic but uncluttered playground for the words. Harnessing the motion of the ocean, we lure readers in gently… then quickly reel them in. Lines wiggle in water and dart this way and with a speed and energy that keeps readers guessing – and wanting more.
