“Rubber boots are treated as purely utilitarian footwear by Kazakh anglers, so the attention is mostly focused on functional characteristics of the product. Very often consumers are not looking for stylish or beautiful Wellington boots and, therefore, often have a difficulty in selecting among the product produced by different manufacturers.The client asked agency to create a package for rubber boots that would highlight the advantages of this utilitarian footwear. The package should stand out on a shelf, attract attention and encourage consumers to purchase “Fisherman”.