Sardines Packaging
Project Details
Fall 2024
Packaged Food Design
Deliverables:
Sardines Box and Tin Designs
La Rose is a Portuguese brand of tinned sardines dating back to 1902.
The goal of this sardines packaging redesign was to modernize the look of a long-established brand for new audiences.
Discovery
Through my research, I learned that U.S. tinned fish sales are trending upwards, with market share increasing to $2.7 billion in 2023. Much of the increase in popularity can be attributed to social media, especially TikTok, where content creators tout the health and sustainability benefits as well as convenience of tinned fish.
Already a high-quality, artisinal product, I wanted to make La Rose's packaging eye-catching so it would stand out in an increasingly crowded market, as well as on social media, where the brand could grow its audience.
Mood Boards
Because tinned fish is such a classic product, I took inspiration from hand-lettered signage. Bold colors and Portuguese tile were other sources of inspiration for the rebrand.
Sketches
First Attempt
I had high hopes for the design I initially went with, but it fell short in many ways. Meant to look classic and easy on the eyes, the first attempt was too safe, unrefined, and candy-colored.
I knew I had some other promising sketches, so I started over with the one I felt had the most potential.
Second Attempt
Refined Sketch
Initially, I used a flashlight, tape, and a transparent piece of plastic with SARDINHAS written on it to draw the distorted text that comprises the body of the sardine. I then refined that sketch slightly in Procreate.
Next, I brought the design into Illustrator and experimented with different typefaces, weights, and ways of arcing the type.
I experimented with a new color palette inspired by colorful Portuguese architecture and ceramic tiles, but it was still too pastel and suggestive of sweets or sports, so I revised the color palette a second time.
Final Design
It took many iterations, but the final design incorporates all the elements that I set out to use in the design.
Inspired by Portuguese tiles, the pattern imbues the design with a sense of place. The color palette and pattern catch the eye, and the design makes maximum use of a tiny amount of printing real estate.
Mockups
Reflection
It can be challenging to start over in the middle of a design, but doing so really paid off here. By realizing what wasn't working and going back to the creative brief, I was able to fulfill the goal of the redesign, which was to modernize the design of a classic brand for new audiences. The resulting design feels fresh while also having a sense of place, and its color palette and economical use of space result in packaging that is small but mighty.