Sardines – Irresistibles

Derrick Lin


Agency: Pigeon Brands
Creative Director: Olivier Chevillot
Art Director: Jessika Neal
Designer: Talyanne Bélanger
Illustrator: Martin Côté
Location: Canada
Project Type: Produced
Client: Metro
Product Launch Location: Canada
Packaging Contents: Seafood
Packaging Substrate / Materials: Paper

How to showcase a simple and authentic product in a new way?

When our client and partner Metro came to us with this new project, we decided to give a special twist to those simple little boxes of sardines, bringing some fun, with a circus-like inspired colourful approach.

We played around with the classic engraved illustration, using a touch of vibrant colours that create a bold contrast with the brand’s dark tone. It’s as if the fish were on stage and about to give us a show! It’s truly is a simple and evocative way to highlight the product. And with this strong retro typography and that bold line pattern, we could almost use these packaging as a circus show poster!