Ulov | Canned Fish

ABOUT

Ulov is a concept packaging design for canned fish that reimagines one of the most familiar formats in the category. The project is built around the idea of a fish leaping directly onto the plate. The package combines the silhouettes of a fish and a traditional can, turning the product itself into the main visual element of the design. Instead of relying on illustrations of fish, the packaging becomes the fish.

SOLUTION

The fish-shaped pouch preserves visual cues associated with canned fish through metallic elements that reference the surface of a traditional tin can. At the same time, the format introduces a more convenient user experience. Compared to a conventional can, the pouch is lighter, takes up less space, is easier to carry, and can be resealed thanks to the zipper closure if the product is not consumed at once.

A color-coded system differentiates product varieties while maintaining a consistent structure across the range. The result is a packaging design that combines a recognizable category code with a more expressive form and practical everyday use.

RESULT

By transforming the package into a visual metaphor of the catch itself, Ulov creates a memorable shelf presence and a stronger connection between the product and its origin. The design offers a contemporary alternative to traditional canned fish packaging while improving convenience for everyday consumers.