The Better Fish

Australis Aquaculture sought to reposition its frozen barrabumdi brand, The Better Fish, as a more modern, consumer-facing seafood brand capable of driving retail growth while increasing awareness around sustainable aquaculture practices. While at Pulp+Wire, I helped lead the evolution of the brand identity, packaging system, and website experience to create a more cohesive and commercially compelling brand platform. The work balanced appetite appeal, health benefits, sustainability education, and parent-brand credibility across both physical and digital touchpoints. The refreshed system repositioned The Better Fish as the hero consumer-facing brand while establishing a clearer messaging hierarchy centered around taste, health, and sustainability. A streamlined website experience and updated packaging architecture improved navigation, simplified communication, and created stronger consistency across channels. By developing a more holistic brand ecosystem across packaging, web, and messaging, the work helped create a more unified consumer experience at every touchpoint — reinforcing both the accessibility of the brand and the company’s broader mission around sustainable seafood.