Get Hooked

Bite into Bold: Branding a Value Seafood Range with Shelf Appeal

Creating a confident new identity that hooks customers in supermarkets.

Get Hooked is a bold new value seafood brand created by Joseph Robertson, a long-standing, independent, family-owned seafood producer based in Aberdeen, Scotland. Known for their expertise and heritage, Joseph Robertson launched Get Hooked to offer affordable, high-quality seafood options for the mass market. The product range includes coated fillets, traditional fishcakes and indulgent melting-centre fishcakes — all focused on delivering excellent taste at accessible prices.

Project Brief

The brief was clear. Create a fun, engaging and recognisable brand identity for this new range. The look and feel needed to be simple and confident, with broad appeal. As a value brand, it was important to balance affordability with quality — making it feel trustworthy, friendly and instantly recognisable in a retail environment.

Creative Direction

From the outset, this was a playful and rewarding design challenge. I explored visual themes of the sea, seafood and bold typography, experimenting with how the brand name could lend itself to distinctive visuals. While sketching concepts, the double O in ‘Hooked’ stood out as a natural creative hook — doubling up as a pair of playful bubbles. That moment of clarity shaped the creative direction.

Design Execution

To make the concept work, I needed a bold, circular typeface with strong geometry. After testing several options, I landed on the perfect choice — clear, legible and characterful. The colour palette of bright yellow and deep navy gives the identity high contrast and standout appeal on shelf, across both light and dark backgrounds.

Photography of the food was already available, so I used this as a key ingredient in the visual system, pairing it with light wooden textures inspired by traditional fish and chip shops. The final result was a clean, appealing and distinctly Scottish brand world ready for packaging and rollout.