Derrick Lin


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

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.