Drinkaware is a alcohol awareness governmental organisation in the UK. They needed an A5 booklet designed that would be used as a diary for recording the amount of Alcohol one consumes over the course of a month. Once you have added up your units it would tell you whether you were safe or in danger of liver disease or alcoholism. It also contained helpful tips on how to cut down. As they didn’t want to single out a specific group of people they thought a cartoon-like character in the form of a fish (as in “he drinks like a fish”) would be less confrontational.
The fish character was created by Luke Andrews, an illustrator based in London.