Agency: Style You branding agency
Project Strategy and Management: Irina Kondakova
Copywriting: Marina Doroshenko
Designer: Sergey Davydenko
Illustrator: Alexey Kuznetsov
Location: Russia
Project Type: Concept
Packaging Contents: Canned fish
Packaging Substrate / Materials: Aluminium, Paper
Printing Process: Flexography
Task
For the Russian brand of canned fish manufacturer Roscon, experts from Style You Agency developed a label design for the Atlantic Sardine product. The assortment involved two SKUs: in oil and in tomato sauce. The task was to modernize the existing design.Retro styling in design
The study of the competitive market of canned fish made it possible to find a design code for the category, as well as to identify not occupied design niches. One of the unoccupied niches was the Soviet retro beer design, like a series of limited cans of Zhiguli beer with pin-up girls.The retro mood was promoted by the unique hand-crafted lettering of the word “Sardine”, airy illustrations of the background picture, and a detailed illustration of the sardine. When drawing an illustration, it is important to study the real fish, its structure, the ratio of parts.