IIt’s instinctual—a natural craving you can’t ignore. Like a shark chasing its prey or a fisherman seeking the perfect catch, it’s your turn. Sink your teeth into the bold, chewy sweetness of Swedish Fish. Why deny your instincts when you can dive right in.

Historically, Swedish Fish branding has been quirky and fun, with a generally unserious tone. My goal was to continue this theme by super imposing the pieces of candy in fish related photos. The surrealist scenes are meant to appeal to the wild imagination of young candy lovers, but especially those in the Pacific Northwest who are familiar with the culture of the Seattle Fish Market, and the wildlife surrounding it.

By positioning the iconic red fish shaped candy as a natural, irresistible part of our food chain, it does the same in the minds of those who crave sugar.