Lucky Fish

package design + craft, branding, logo design

Lucky Fish is a tinned seafood brand created to delight the curious shopper. Its quirky visual identity, personable brand voice, and delicious flavors make it a must-try at your local co-op.

Inspired by Swedish minimalism, the muted colors and illustrative style make room for the brand’s bold and witty voice.

The Lucky Fish scales are a subtle nod to old-style mermaid drawings, suggesting the customer’s “luck” at spotting the treasure amidst crowded store shelves.

The Three Fish logo comes from the three most common types of tinned fish: tuna, sardine, and salmon.

PROCESS