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WILD ALASKAN CANNERY
A sub-brand branding and product proposal for Wild Alaskan Company.
Project sponsored by Blind Tiger Design and Hemispheres.
TIMELINE8 weeks / Spring 2025 / School Project
MY ROLE Brand and Layout Design
TEAMEm Limcaco
Marina Jennings
Emerson Forest-Angelos
Cara Huynh-Keo
SKILLS
Branding
Packaging
Jump to Final
OVERVIEW
Wild Alaskan Cannery is an offshoot tinned fish brand of Wild Alaskan Company, focused on providing young families/millennials with an affordable, sustainable, and reliable food option.
Working with a team, alongside the guidance of the folks at Blind Tiger Design and Hemispheres, we developed a comprehensive branding and product proposal. We emphasized user and competitor research, conducting user interviews, surveys, and store analysis to understand and develop the context of the product.
RESEARCH
COMPETITOR ANALYSIS
We began the project by conducting a comprehensive analysis of tinned fish brands, examining how they are displayed in grocery stores across different price points. During this exercise, we took note of where the main graphics were placed, can or sleeve shapes, and how the look of certain brands could appeal to different audiences.
USER RESEARCH
To understand how people think about canned fish and how they use it in their lives, we interviewed 5 individuals ranging in age and gender. We had each interviewee interact with 5 different brands of canned fish and asked them questions about how each can’s packaging affects their view of the brand and product.
1. Many interviewees did not like busy packaging (Fishwife), but appreciated illustrations
2. Inclined to safe/ethical brands or ones they already know
3. Many valued family-owned businesses and values
4. Nutritional information and ingredients were often looked at the longest
5. Comfort brand and familiarity play a role in what a consumer chooses to buy
From our research findings, we began to conceptualize a tin fish brand that valued sustainability and family-owned values. We decided that our main product would be cod in olive oil, the packaging would be a tin with a cardboard sleeve, and that our audience would be younger families and millennials looking for an affordable yet sustainable option.
DEVELOPMENT
MOODBOARDS
With a clearer vision in mind, we began to construct moodboards, proposing different visual styles that would best fit the product we were working towards. We also started working on possible box layouts, as we wanted to get a head start on information design on the packaging.
PACKAGING
After rounds of feedback, we decided to play around with a linocut style while experimenting with the color palette. At this stage, we started creating variations of base assets like illustrations, logos, and typography pairings. Having these assets in hand made it easy to mix-and-match on layouts to see what best fit the brand we were developing.
While the energetic color palettes were exciting to look at, we decided to tone down the color palette to better serve the sustainable and family-owned concept, as we wanted consumers to understand that from their first impressions of the packaging. From there, we finalized the packaging, incorporating essential information to ensure it was store-ready!
INCORPORATING SOME FUN!
To liven up the brand, since part of the audience is young families, we added the final touch of a fun fish fact on every tin lid, revealed upon sliding off the cardboard sleeve.
We also designed seed packets to be sold separately and displayed along the tin fish aisle in grocery stores. The concept is to provide a fun family activity while encouraging sustainable practices. It also has the bonus of encouraging someone who usually buys another brand of tinned fish to buy these seeds and think about trying Wild Alaskan in their next grocery run.
FINAL