In collaboration with Blind Tiger Design and Hemispheres Design Research, our team developed a canned fish concept for Wild Alaskan Company as they explored expanding from direct-to-consumer seafood into retail.
We positioned the product toward home cooks and individuals looking for quick, high-quality meals, reframing canned salmon as more than a shelf-stable product.
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.”
Our decision to create a sub-brand stemmed from the idea that “Wild Alaskan Company” functions primarily as a descriptor of the product, rather than a distinct retail brand identity.
A sub-brand allowed us to give the canned line its own point of view, differentiate it within the grocery category, and create a more memorable identity for customers to connect with.
We named the sub-brand Bristol Bay, the region where Wild Alaskan Company sources much of its salmon and a place deeply connected to the company’s identity and mission.
Vector pack of cooking inspired illustrations reflect the parent company’s heritage-driven style.
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.
Screenprinted kitchen towel.
Branded merch and campaign assets, including in-store shelf displays.