In collaboration with Blind Tiger Design and Hemispheres Design Research, our team developed a new canned fish concept for Wild Alaskan Company, focusing on a sub-brand and packaging that would resonate with existing customers. We positioned it for home chefs and individuals seeking quick, high-quality meals, emphasizing that canned salmon isn’t just shelf-stable, but a versatile ingredient. My primary roles included design research, illustration, and campaign development.
Intaglio-inspired illustrations reflect the parent company’s heritage-driven visual style.
SUB-BRAND NAMING: BRISTOL BAY
“For the last 10 years, an international mining corporation has been trying to build one of the worlds largest open pit mines in Bristol Bay. They want to locate the mine near the pristine headwaters of the worlds largest salmon run, in one of the most ecologically diverse and sensitive areas on the planet.”
We chose to create a sub-brand for Wild Alaskan Company because the name “Wild Alaskan” functions more like a product descriptor than a distinct brand identity. By developing a sub-brand, we aimed to establish a clearer point of view, differentiate the canned fish line, and give customers something unique to connect with.
As part of our brand development process, we explored names that would reflect the company’s heritage, values, and the origins of their wild-caught seafood.
We chose to name the sub-brand Bristol Bay, the region where the company sources the majority of its salmon, and an area deeply tied to Wild Alaskan Company's identity and mission.
Consistent sub-branding and product titles ensure clear visibility from every shelf angle.
RESEARCH INSIGHTS
Early in the design phase, we conducted user testing to see how packaging affected perceptions of quality and purchase intent. The results guided the visual style and structure of the final product.
4/5 participants requested clear product descriptions, especially information about sourcing practices (wild-caught vs. farmed).
5/5 stated they buy canned fish because it is a quick, high-quality source of protein.
4/5 were immediately drawn to illustrations, noting that high-quality artwork signaled higher product quality.
Branded merch and campaign assets, including in-store and shelf displays.
