photo of packaging

Create an engaging brand and design the packaging for boxes of smoked salmon sold in the Pike's Place Market area.


A design that evokes the aesthetics of fish canning from the early 1900s and tells a story about tradition and quality. It appeals to the customer base, which consists in large part of tourists and people who buy salmon as gifts.

Tasks & Tools
  • Concept development
  • Research
  • Illustrator
  • Dieline preparation
photo of process
photo of process

I began with freeflow brainstorming, sketching various ideas for boxes, and collecting old canning labels for inspiration. Once I settled on a concept, I sketched the drawing in pencil and then used Illustrator to vectorized it.

The final box uses the somewhat cheesy Bernard typeface. I've also used old-fashioned Copperplate, a few simple flourishes, and gradients and vibrant vintage colors throughout.

The back of the box weaves a good story about history, tradition, and a commitment to quality and a way of life.

photo of process
photo of packaging