Brand + Packaging Design – ‘Wild about Fish’

Client: ‘Wild about Fish’ – Fishmonger

 

Last year at the RGD design conference I won myself a gift certificate for the Japanese paper place – the paper geek in me was thrilled. I hung on to the papers waiting for some interesting way tom use them. Then came along this project with an enthusiastic young man, who was clearly passionate about his trade. While contemplating how to make the brand  look unique, refreshing and keeping with the ideology of the business, I decided to use my papers to create backdrops for the labels, with the patterns and  colours that lend itself perfectly to the concept.

Japanese Origami paper is made from renewable sources, is processed by hand and made using traditional methods. The concept correlates to what this fishmonger aims to achieve and lays stress on in regards to his catch and its processing. In a world where everything is over-processed, he believes food is tied to many other aspects of life and through our food choices we can collectively influence how food is cultivated, produced and distributed. He is an advocate of what is called the ‘slow food movement.’

As for the packaging material, while we look into other more sustainable packaging options, Polystyrene (PS) foam containers are a good packaging choice because it is lightweight, low cost, strong and insulating, it is also hygienic and recyclable in Ontario, where this business is currently based.

The brand name ‘wild about fish’ has a double entendre with the world wild  – from the perspective of the fish loving consumer and the sustainability of the product.