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Fish Agency. Award-winning leaders in Private Brand design.

At Fish Agency, our 20 years of dedicated Private Brand experience, including over +30,000 private label SKUs designed across multiple categories, uniquely positions us to become the trusted partner you need to deliver on your Private Brand vision.

Choosing an experienced, strategic, and creative agency to either refresh an existing brand or create a new brand entirely, saves retailers time and money.

Make Your Brand a Powerhouse

The proof is in our work

Whether your goal is a new strategically driven conceptual package design and/or adaptive design and rollout, our industry experience sets us apart:

  • Leading new innovations for Private Brands including sustainable packaging, connected packaging, category disruptors, collaborations, and end to end marketing communications
  • Sustaining an unparalleled track record of developing highly successful Private Brands
  • Creating new package concepts for more than 30 brands over the last 20 years
  • Developing over + 30,000 SKUs
  • Launching on time and on budget
  • Results-driven, award-winning work

Only Goodness


The health and wellness consumer category continues to outpace the broad food and beverage industry as a growing number of consumers aspire to eat healthier and make better choices for themselves and their families. For this reason alone, Save-On-Foods sought to expand its Private Brand offering with a dedicated health and wellness brand.

Social Collection


From concept to execution, Fish Agency conceived this new line of limited-edition high-end wines offered by Calgary’s Co-op Wine Spirits Beer. The Social Collection remains a principal offering that differentiates Co-op Wine Spirits Beer and keeps consumers coming back.



Giant Tiger partnered with the Fish Agency to rebrand EKCO, an existing line of kitchenware, resulting in successful retention of heritage branding elements and elevated brand perception.



Fish Agency adapted and rolled out this complex, large-scale redesign across multiple categories for the Sobeys Compliments brand, with the objective of accelerating Private Brand recognition among their customers. It translated to sales, with Compliments’ penetration growing dramatically since the new design hit shelves.



Given the post-pandemic economy and the ever-increasing cost of living, consumers are tightening their purse strings and changing their buying patterns as they pivot towards Private Brands. 53% of consumers now say they shop at a store specifically for its Private Brands*.

Private Brand Packaging Service Areas

Conceptual Package DesignFrom typographic styling or a colour palette selection, to an image that refuses to be ignored, visual communication is a strategically effective way for Private Brands to define their brand voice, increase shelf appeal and connect with customers at an emotional level.

At Fish Agency, we pride ourselves on powerful, emotionally engaging creative that communicates brand quality, stops consumers in their tracks and compels them to buy.

Design Adaptation & Rollout

Fish Agency understands the unique needs of Private Brands and their packaging requirements. We’ve demonstrated our ability to work across multiple categories and sub-categories, as well as applying the designs to diverse packaging formats, printing techniques, and substrates.

Our Work Speaks for Itself

Fish Agency has helped our clients launch successful brands across food, fashion, pharmaceutical, health & beauty, home décor, alcohol, cannabis, and consumer electronics categories. Along the way, we’ve used our packaging design expertise to address client challenges and accelerate their opportunities. And we make it easy. Our collaborative and agile methodology means we become a seamless extension of your organization. Our approach results in Private Brand packaging that offers:

Private Brands are continuing to drive consumer shopping preferences and Fish Agency can help you capitalize on this shift. Contact us if you have any questions on how to begin.

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