12 Days of Fishwife Advent Calendar
Photography: eatfishwife.com. All imagery belongs to its respective owner.
What makes the design work
Fishwife brand studyVisual observations across the brand’s packaging. Individual formats and editions may vary.
Script wordmark
Bouncing outlined brush script about 75% of face width in Tin Black (#151515) with a cream inline, sometimes with a fish swimming off the tail.
Name ribbon
Script Cream (#f6edd2) banner across the top holding the name in chunky capitals with a tiny script connector.
Central roundel
Circle about 40% of face height with a character or scene in the product's accent colour, ringed by small motifs.
Reading the label
Full-bleed illustrated wrap with a framed central scene; product name at the top, wordmark at the bottom centre, border of small motifs around every edge.
- Top
- Product name in a ribbon or chunky capitals, with flavour connector in script
- Centre
- Illustrated character or scene in a roundel, flanked by fish, flowers and food
- Bottom
- Script wordmark, script tagline, net weight and sourcing roundel
- Sides
- Product name repeated large so stacked packs read in a column
Typography & hierarchy
The script wordmark sits large in the lower centre of the front face with a smaller script 'tinned seafood co.' beneath; the product name runs across the top in a cream ribbon or in tall chunky capitals with tiny script connectors, and is repeated on every side panel. Net weight and sourcing notes sit in small capitals in the bottom corners.
Script
Sign-painter brush script, close to Lobster or Pacifico
Bouncy connected brush script with swash tails
Title case · Regular
Headline
Chunky condensed woodtype capitals, close to Cooper Black Condensed
Ultra-heavy condensed display sans with soft corners
Uppercase · Regular (heavy)
Display
Victorian circus woodtype
Ornamental western display serif
Title case and uppercase · Regular
Typeface suggestions based on visual similarity. These are not verified font identifications.
How the range holds together
One dominant ground colour and one central illustration per product, with the script wordmark, ribbon titles and dense folk-art border kept constant across all cartons.
Shelf presence
Stacked in threes, the repeated side-panel names form a column of bold capitals on yellow, so a shelf of cartons reads as one big poster wall, with purple, mint and black boxes breaking it by product.