RootMedic: Branding & Packaging
New Beginnings, New Ambitions, New Methods, New Identity...
RootMedic is an up and coming aquarium fertilizer company that decided it was time for a facelift. Starting out as a company that ran out of the owner's basement, it has come much farther than that, so they needed a new identity and packaging to match. To go along with the name, RootMedic, the packaging is rather sterile and simple at first glance. However, the color and light-hearted instructions on the back provide a fun and brightening effect on the user. Directed at serious and beginner planted aquarium hobbyists, it was designed to not only compare to top-shelf brands in performance, but also fit, and stand out visually on the actual retail shelf.
The extreme use of white may be seen as cheap, or as a cop-out, but it has it's purpose. When compared to the top competitors, it stands out in uniqueness and design. Not to mention it puts the huge corporate brands to shame when it comes to both looks and performance. RootMedic's website is

I really just have a passion for aquariums, and especially planted aquariums, so i thought redoing RootMedic's whole brand would be perfect for my final project. I know the ins and outs of the hobby since i have been in it a while, and even currently work at a pet store so I get not only the real, serious hobbyists, but also beginners. I get to see how sometimes strictly the design of a product can dictate a purchase over how well the product actually works, or even my professional opinion. So, I wanted to take all that I had learned from retail, design, and my comprehensive knowledge of aquariums to have an effect on the overall end design.

*As featured on The Dieline & Packaging of the World.
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