2012 Results

CAT 38 - Packaging Design (PAC)



Fisherman (Rubber Boots), "Fisherman"38-00789-PAC

Agency (city): GOOD Media (Almaty)

Creative Director(s): Igor Mitin

Art Director(s): Berik Yergaliyev, Rustam Gareyev

Designers: Darina Baimukhanova, Farhat Omirbaev, Andrey Serduk

Account Director: Renat Abdrakhmanov

Account Manager: Diana Saibekova

Short explanation

Design a packaging for rubber boots with the aim to:
-distinguish the brand on the shelf among competitors in the specialized stores and to attract
the consumers’ attention.
-create a contemporary and appealing image of the “Fisherman” boots as a very high-quality
specialized footwear for fishing and emphasize the features of the product!

Everybody is aware of boots primary function - protection from water. However, there are many advantages that are not obvious at the first glance and consumer might not be aware of. «Fisherman» boots are able to protect the wearer from a wide range of dangers: environmental debris, biological threats, natural, chemical and electrical hazards.
We realized that probably the best way to communicate protective functions of the boots would be using the example of underwater creatures. This topic is very relevant for fishermen and creates an excellent opportunity to combine several types of risks in one visual.

The package itself is designed as a mini-stand and works as an eye catcher. An illusion of boots immersed in water draws attention focus consumer’s attention to all protective properties of the “Fisherman” boots.


Design a packaging for rubber boots. Rubber boots for fishermen: basic design, up to 40 centimetres in height, recommended for the coastal fishing and movement in the water no deeper than 40 centimetres. Packaging will be used to promote the product in stores.