Fish Agency

Fish Agency is a Toronto retail design agency specializing in branding, packaging and store design. Since 2001, we’ve helped retailers and CPG brands across North America refresh, rebrand and launch.

Packaging is our foundation, with over 50,000 private label SKUs designed across all categories. For Sobeys, we rebuilt the Compliments brand from the ground up, uniting its sub-brands under one design system. The redesign grew the brand 5–10% across consumer measures, including purchase intent and quality perception. For Giant Tiger, we united Giant Value and Giant Tiger Marché under one flexible brand that lets every category tell its own story. Other retail clients include FreshCo, Foodland, Canadian Tire, Pattison Food Group and Schnucks.

For CPG brands, we adapted Coca-Cola’s Fuze Iced Tea for Canada, with a bilingual logo, eye-tracking-tested design and a white Zero Sugar pack. Within six months, Fuze was #1 in Canada’s sweetened iced tea category. In 2026, our Sprite × Raptors 30th anniversary can and Western Family “Oh Canada!” chips won PAC Global Best in Class.

We also design stores: a 100,000 sq ft Princess Auto flagship in Winnipeg, a FreshCo redesign rolled out to 95 Ontario stores in 18 months, a Foodland redesign and campaign that lifted sales by 250%, and Lindt flagships in Montreal and Edmonton.

One team takes every project from strategy and creative direction to print-ready files, with no hand-offs between agencies. Fish is a PAC Global member with awards every year since 2022, co-founded by Rebecca Hamilton and Charlene Codner. We’re small, so we have to be mighty. If you’re a challenger brand or a retailer ready to be bold, let’s talk.