Fluval
Aquatics
Bringing nature indoors.
For more than 30 years, Fluval has helped shape the world of home aquatics. Our work helped shape Fluval's next chapter, evolving a trusted product brand into a more immersive lifestyle brand built around the worlds its products make possible.
Consumer / Pet Industry
Industry
2012 - Present
Year(s)
Creative Direction
Art Direction
Brand Identity
Packaging
Photography
Social Media
Services
From aquarium equipment to living environments. Fluval spans everything from filtration and lighting to nutrition, plant care, and décor. I brought these categories together under one clear creative direction while giving each one room to keep its own personality. Instead of focusing only on individual products, I shifted the story toward the environments people could create with them. Less equipment on a shelf. More nature brought indoors.
I helped Fluval move beyond existing product lines by shaping new categories such as microscaping and aquascaping from the ground up. That meant developing the story, positioning, packaging, photography, and launch creative together, giving each new idea a clear place within the Fluval brand from day one. Don't follow categories. Create them.
I made photography a central part of the Fluval brand, shifting the focus from isolated products to complete aquatic environments. Filtration, lighting, aquariums, and accessories were shown working together in the spaces they were designed to create. The product stayed at the centre, while the environment gave people a reason to imagine it in their own world. Build the world. Then put the product in it.
Technical products. Emotional worlds. I helped evolve Fluval beyond a brand built around equipment, while keeping the performance, expertise, and trust it was known for. Packaging became more cohesive, photography more immersive, and digital more inspiring. The result was a brand that felt less about individual products and more about the worlds people could create with them.
