Alaska is an established brand in the fertilizer industry, so when Central decided to give it a much needed update, it was an exercise in balance between brand equity and modern sensibility. And of course, crucial claims to incorporate into the brand messaging and packaging. We also saw a clear opportunity to improve how we were using our label real estate.

While digging into gardening blogs, Reddit posts, and other research, I kept encountering surprise and delight from consumers around how well fish fertilizer works. As a result, I decided to spotlight how dramatically effective the product is so we could capture parts of the market unaware of this natural growth booster. To drive the effectiveness point visually, I prioritized featuring the juiciest, most attention-grabbing produce imagery possible at a large scale on each concept.

I also explored different ways to communicate the unique fact that fish is THE ingredient here. Subtle fish scale textures, wave elements, and snappy bits of copy.