Campaign images © Fishwife, from eatfishwife.com

Fishwife

carnival folk art on a tin

Fishwife wraps tinned fish in cartons that read like souvenir posters: every face is filled with dense, hand-drawn illustration of fish, flowers, moons, boats and characters in thick Tin Black (#151515) outline and flat fills, with no empty space left. A bouncing outlined script wordmark with a smaller script 'tinned seafood co.' beneath anchors the lower front, while the product name runs across the top in chunky condensed capitals inside a ribbon, with tiny script connectors ('with', 'in'), and is repeated on each side so stacked 3-packs still read. Each product owns a dominant ground colour (Sardine Yellow #f2c61b, purple, mint, black with gold line), turning the range into a colour-coded set of collectible boxes; merchandise tins and gift boxes carry the same drawing style.

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Tinned food
Light pack
Maximalist pattern
Retro illustrated
Colour-coded range

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Sardine Yellow
#f2c61b
Ground colour of the smoked salmon, mussels and tuna cartons and the side panels of 3-pack stacks

Label

Script Cream
#f6edd2
Banner ribbons and small panels carrying product names and the sourcing note

Ink

Tin Black
#151515
Outline ink for all illustration, the script wordmark and the product-name capitals

Accent

Poster Red
#e23b2e
Chillies, roundel centres, ribbon shadows and the hair-clip tin body
Harbour Blue
#3d8fd0
Water, side-panel bands on mussel cartons and the ground of the advent calendar
Pesto Green
#4b9a3c
Basil leaves, ribbon ends and plant motifs on the mussels carton

Range coding

Trout Mint
#4fbf8a
Carton ground for smoked rainbow trout, drawn in white line
Ginger Plum
#7a2d6a
Purple central panel of the albacore with soy ginger carton
Gold Line
#c9a14a
Gold-on-black line pattern for the premium smoked salmon tower box

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

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.

Type scale

Estimated cap size as a share of the panel · Front face of the 3-pack carton sleeve, about 70 mm tall

wordmark
18% · Regular · Script
Harbourlass
side-panel-name
14% · Regular · Headline
SMOKED TROUT
ribbon-name
7% · Regular · Headline
SARDINES
gift-title
7% · Regular · Display
The Merry Tin Box
sub-wordmark
5% · Regular · Script
Tinned Seafood Co.
connector
3% · Regular · Script
with

Fonts

Script
Lobster
Looks like
Sign-painter brush script, close to Lobster or Pacifico
Type
Bouncy connected brush script with swash tails
Weight
Regular
Case
Title case
Tracking
Normal
Fallback
Brush Script MT, cursive
Wordmark (outlined with a cream or yellow inline), the 'tinned seafood co.' line and tiny connectors such as 'with' and 'in'.
Headline
Bowlby One
Looks like
Chunky condensed woodtype capitals, close to Cooper Black Condensed
Type
Ultra-heavy condensed display sans with soft corners
Weight
Regular (heavy)
Case
Uppercase
Tracking
Tight, about -1%
Fallback
Impact, Arial Black
Product names across the top ribbon and stretched along each side panel.
Display
Rye
Looks like
Victorian circus woodtype
Type
Ornamental western display serif
Weight
Regular
Case
Title case and uppercase
Tracking
Normal
Fallback
Clarendon, Georgia
Gift and advent box titles and occasional badge headings.
Label
Barlow Condensed
Looks like
Franklin Gothic Condensed
Type
Condensed grotesque
Weight
SemiBold, Bold
Case
Uppercase
Tracking
Open, about +4%
Fallback
Arial Narrow
Net weight, sourcing callouts in roundels and side-panel small print.

Structure & Proportions

Proportions

Purpose	Value	Preview
Illustration coverage	About 100% of every face, edge to edge
Wordmark width	About 75% of front face width, lower centre
Ribbon width	About 90% of face width across the top
Central roundel	About 40% of face height, holding a character or scene
Side-panel name	Product name fills about 80% of the side panel length
Colours per carton	Five to six flat colours plus black outline	—
Density	Maximal: no empty ground anywhere	—

Shapes

Element	Value	Preview
Name ribbon	Banner with folded ends across the top
Central scene	Roundel framing a character
Sourcing badge	Small roundel or scalloped seal
Carton	Flat rectangular sleeve, stacked in threes
Merch tin	Rounded-corner hinged or slide tin

Finishes

Matte printed board
All carton sleeves and gift boxes · matte
Gold ink on black
Premium smoked salmon tower box · metallic
Embossed tinplate
Merchandise tin lids · emboss

Formats and materials


Formats	Folding carton sleeve for tins, Stacked 3-pack sleeves, Cube gift box, Advent calendar box, Hinged and slide tins
Materials	Paperboard, Tinplate
Closures	Tuck-end cartons around rectangular tins; slide and hinged lids on merchandise tins; die-cut windows on gift boxes
Decoration	All-over illustration, Banner ribbons, Die-cut windows, Repeated side-panel lettering

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

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.

Zone	Content
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

Range System

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.

Smoked salmon with chili crisp = yellow with red and black
Albacore with soy ginger = yellow frame + purple centre
Mussels with basil pesto = yellow with green and blue side bands
Smoked rainbow trout = mint green with white line art
Premium smoked salmon = black with gold line
Caviar = black box with rainbow-coloured tins

Back of Pack & Shelf

The back stays fully illustrated, with a cream panel cut into the drawing that holds the story, nutrition facts, ingredients and barcode in black condensed type.

Short story paragraph about the fish and where it comes from
Nutrition facts table inside a cream panel
Ingredients and allergen line (fish, soy, sesame as relevant)
Barcode on a small cream rectangle
Country of origin, packer address and recycling note

On shelf

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.

Imagery

Dense hand-drawn folk and tattoo-flash style illustration with thick black outlines and flat fills: fish, moons, stars, flowers, boats and cheerful characters, filling every surface; no photography.

Guidelines

Do

Fill every face of the carton edge to edge with illustration; leave no plain areas.
Outline all drawings in Tin Black (#151515) at one thick weight and fill with flat colours.
Anchor the lower front with the Script wordmark at about 75% of face width and a smaller script tagline beneath.
Put the product name in a Script Cream (#f6edd2) ribbon at the top in chunky Headline capitals with a tiny script connector.
Give each product one dominant ground colour such as Sardine Yellow (#f2c61b), mint or plum.
Repeat the product name on the side panels at about 80% of panel length so stacked 3-packs still read.

Don't

Don't leave large empty areas or use minimal layouts.
Don't use photography of the fish.
Don't use thin modern sans-serifs for headlines.
Don't use gradients or soft shading; colour is flat.
Don't use muted earth tones as the main ground.
Don't vary the line weight; one thick outline everywhere.

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More like this

# Fishwife — Pack Style > carnival folk art on a tin **Category:** Food · **Tier:** Premium · **Origin:** US · **Theme:** light **Source:** https://eatfishwife.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. Fishwife wraps tinned fish in cartons that read like souvenir posters: every face is filled with dense, hand-drawn illustration of fish, flowers, moons, boats and characters in thick Tin Black (#151515) outline and flat fills, with no empty space left. A bouncing outlined script wordmark with a smaller script 'tinned seafood co.' beneath anchors the lower front, while the product name runs across the top in chunky condensed capitals inside a ribbon, with tiny script connectors ('with', 'in'), and is repeated on each side so stacked 3-packs still read. Each product owns a dominant ground colour (Sardine Yellow #f2c61b, purple, mint, black with gold line), turning the range into a colour-coded set of collectible boxes; merchandise tins and gift boxes carry the same drawing style. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Sardine Yellow | `#f2c61b` | `--color-sardine-yellow` | Pack body | Ground colour of the smoked salmon, mussels and tuna cartons and the side panels of 3-pack stacks | | Script Cream | `#f6edd2` | `--color-script-cream` | Label | Banner ribbons and small panels carrying product names and the sourcing note | | Tin Black | `#151515` | `--color-tin-black` | Ink | Outline ink for all illustration, the script wordmark and the product-name capitals | | Poster Red | `#e23b2e` | `--color-poster-red` | Accent | Chillies, roundel centres, ribbon shadows and the hair-clip tin body | | Harbour Blue | `#3d8fd0` | `--color-harbour-blue` | Accent | Water, side-panel bands on mussel cartons and the ground of the advent calendar | | Pesto Green | `#4b9a3c` | `--color-pesto-green` | Accent | Basil leaves, ribbon ends and plant motifs on the mussels carton | | Trout Mint | `#4fbf8a` | `--color-trout-mint` | Range coding | Carton ground for smoked rainbow trout, drawn in white line | | Ginger Plum | `#7a2d6a` | `--color-ginger-plum` | Range coding | Purple central panel of the albacore with soy ginger carton | | Gold Line | `#c9a14a` | `--color-gold-line` | Range coding | Gold-on-black line pattern for the premium smoked salmon tower box | ## Tokens — Typography 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 · `--font-script` - **Classification:** Bouncy connected brush script with swash tails - **Free lookalike:** Lobster (Google Fonts) - **Fallback:** Brush Script MT, cursive - **Weights:** Regular - **Case:** Title case - **Tracking:** Normal - **Role:** Wordmark (outlined with a cream or yellow inline), the 'tinned seafood co.' line and tiny connectors such as 'with' and 'in'. ### Headline — Chunky condensed woodtype capitals, close to Cooper Black Condensed · `--font-headline` - **Classification:** Ultra-heavy condensed display sans with soft corners - **Free lookalike:** Bowlby One (Google Fonts) - **Fallback:** Impact, Arial Black - **Weights:** Regular (heavy) - **Case:** Uppercase - **Tracking:** Tight, about -1% - **Role:** Product names across the top ribbon and stretched along each side panel. ### Display — Victorian circus woodtype · `--font-display` - **Classification:** Ornamental western display serif - **Free lookalike:** Rye (Google Fonts) - **Fallback:** Clarendon, Georgia - **Weights:** Regular - **Case:** Title case and uppercase - **Tracking:** Normal - **Role:** Gift and advent box titles and occasional badge headings. ### Label — Franklin Gothic Condensed · `--font-label` - **Classification:** Condensed grotesque - **Free lookalike:** Barlow Condensed (Google Fonts) - **Fallback:** Arial Narrow - **Weights:** SemiBold, Bold - **Case:** Uppercase - **Tracking:** Open, about +4% - **Role:** Net weight, sourcing callouts in roundels and side-panel small print. ### Type Scale Sizes are cap height as a share of the reference panel: Front face of the 3-pack carton sleeve, about 70 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | wordmark | Script | Regular | 18% of panel height | Title case | `--text-wordmark` | | side-panel-name | Headline | Regular | 14% of panel height | Uppercase | `--text-side-panel-name` | | ribbon-name | Headline | Regular | 7% of panel height | Uppercase | `--text-ribbon-name` | | gift-title | Display | Regular | 7% of panel height | Title case | `--text-gift-title` | | sub-wordmark | Script | Regular | 5% of panel height | Title case | `--text-sub-wordmark` | | connector | Script | Regular | 3% of panel height | Lowercase | `--text-connector` | | sourcing-note | Label | Bold | 2.6% of panel height | Uppercase | `--text-sourcing-note` | | net-weight | Label | SemiBold | 2.4% of panel height | Uppercase | `--text-net-weight` | ## Structure & Materials - **Formats:** Folding carton sleeve for tins, Stacked 3-pack sleeves, Cube gift box, Advent calendar box, Hinged and slide tins - **Materials:** Paperboard, Tinplate - **Closures:** Tuck-end cartons around rectangular tins; slide and hinged lids on merchandise tins; die-cut windows on gift boxes - **Decoration:** All-over illustration, Banner ribbons, Die-cut windows, Repeated side-panel lettering ### Proportions | Purpose | Value | | --- | --- | | Illustration coverage | About 100% of every face, edge to edge | | Wordmark width | About 75% of front face width, lower centre | | Ribbon width | About 90% of face width across the top | | Central roundel | About 40% of face height, holding a character or scene | | Side-panel name | Product name fills about 80% of the side panel length | | Colours per carton | Five to six flat colours plus black outline | | Density | Maximal: no empty ground anywhere | ### Shapes | Element | Shape | | --- | --- | | Name ribbon | Banner with folded ends across the top | | Central scene | Roundel framing a character | | Sourcing badge | Small roundel or scalloped seal | | Carton | Flat rectangular sleeve, stacked in threes | | Merch tin | Rounded-corner hinged or slide tin | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Matte printed board | All carton sleeves and gift boxes | matte | | Gold ink on black | Premium smoked salmon tower box | metallic | | Embossed tinplate | Merchandise tin lids | emboss | ## Pack Elements ### Script wordmark **Role:** Brand block 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 **Role:** Product identity Script Cream (#f6edd2) banner across the top holding the name in chunky capitals with a tiny script connector. ### Central roundel **Role:** Hero illustration Circle about 40% of face height with a character or scene in the product's accent colour, ringed by small motifs. ### Side-panel lettering **Role:** Stack signal Product name stretched along each side panel in black capitals so a stack of three reads as a column. ### Motif border **Role:** Pattern field Fish, stars, moons and flowers packed into every gap and edge in flat Poster Red, Harbour Blue and green. ### Sourcing roundel **Role:** Claim badge Small circle or scalloped seal in a lower corner with a short sourcing note in condensed capitals. ### Collab badge **Role:** Partner callout 'Made with' roundel naming a partner brand, tucked beside the central scene. ## Do's and Don'ts ### Do - Fill every face of the carton edge to edge with illustration; leave no plain areas. - Outline all drawings in Tin Black (#151515) at one thick weight and fill with flat colours. - Anchor the lower front with the Script wordmark at about 75% of face width and a smaller script tagline beneath. - Put the product name in a Script Cream (#f6edd2) ribbon at the top in chunky Headline capitals with a tiny script connector. - Give each product one dominant ground colour such as Sardine Yellow (#f2c61b), mint or plum. - Repeat the product name on the side panels at about 80% of panel length so stacked 3-packs still read. ### Don't - Don't leave large empty areas or use minimal layouts. - Don't use photography of the fish. - Don't use thin modern sans-serifs for headlines. - Don't use gradients or soft shading; colour is flat. - Don't use muted earth tones as the main ground. - Don't vary the line weight; one thick outline everywhere. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Sardine Yellow | `#f2c61b` | Carton ground carrying the illustration | | 1 | Ginger Plum | `#7a2d6a` | Central panel colour on variant cartons | | 2 | Script Cream | `#f6edd2` | Ribbons and text panels lifted off the drawing | ## Front Panel Layout 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. | Zone | Content | | --- | --- | | 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 | ## Range System 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. - Smoked salmon with chili crisp = yellow with red and black - Albacore with soy ginger = yellow frame + purple centre - Mussels with basil pesto = yellow with green and blue side bands - Smoked rainbow trout = mint green with white line art - Premium smoked salmon = black with gold line - Caviar = black box with rainbow-coloured tins ## Back of Pack The back stays fully illustrated, with a cream panel cut into the drawing that holds the story, nutrition facts, ingredients and barcode in black condensed type. - Short story paragraph about the fish and where it comes from - Nutrition facts table inside a cream panel - Ingredients and allergen line (fish, soy, sesame as relevant) - Barcode on a small cream rectangle - Country of origin, packer address and recycling note ## Imagery Dense hand-drawn folk and tattoo-flash style illustration with thick black outlines and flat fills: fish, moons, stars, flowers, boats and cheerful characters, filling every surface; no photography. ## On Shelf 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. ## Agent Prompt Guide Quick Color Reference: - Sardine Yellow: #f2c61b — Ground colour of the smoked salmon, mussels and tuna cartons and the side panels of 3-pack stacks - Tin Black: #151515 — Outline ink for all illustration, the script wordmark and the product-name capitals - Poster Red: #e23b2e — Chillies, roundel centres, ribbon shadows and the hair-clip tin body - Harbour Blue: #3d8fd0 — Water, side-panel bands on mussel cartons and the ground of the advent calendar - Pesto Green: #4b9a3c — Basil leaves, ribbon ends and plant motifs on the mussels carton - Trout Mint: #4fbf8a — Carton ground for smoked rainbow trout, drawn in white line - Ginger Plum: #7a2d6a — Purple central panel of the albacore with soy ginger carton - Gold Line: #c9a14a — Gold-on-black line pattern for the premium smoked salmon tower box - Script Cream: #f6edd2 — Banner ribbons and small panels carrying product names and the sourcing note Create a flat rectangular paperboard carton sleeve in Sardine Yellow (#f2c61b), covered edge to edge in thick Tin Black (#151515) outline drawings of fish, moons, stars and flowers with flat Poster Red (#e23b2e) and Harbour Blue (#3d8fd0) fills. Place an original bouncing outlined Script wordmark across the lower centre at about three quarters of the width, with a smaller script 'tinned seafood co.' line beneath. Run the product name in chunky condensed Headline capitals inside a cream (#f6edd2) ribbon across the top, with a tiny script 'with' between the two parts. Fill a central roundel with a cheerful character holding a fish, ringed by small food motifs. Stack three cartons and repeat the product name in large black capitals along every side panel so the stack reads as a column. Image prompt: Product photo of a new tinned seafood brand in a carnival folk-art style: a stack of three rectangular paperboard sleeves in sunflower yellow, every surface covered edge to edge with dense hand-drawn illustration in thick black outline and flat fills of poster red, harbour blue and green, featuring fish, moons, stars, flowers and a smiling character in a central roundel, the product name in chunky condensed capitals inside a cream ribbon across the top and repeated large on each side panel, a big bouncing outlined brush-script wordmark with a smaller script tagline at the bottom centre. Matte print, no photography, no gradients. White seamless background, hard daylight shadow, studio product photography. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Jose Gourmet** — Also sells tinned fish in illustrated cartons as collectible objects, but with single painterly drawings and much more white space. - **Patagonia Provisions** — Shares tinned seafood with an illustrated, story-led box, though in a quieter outdoor palette. - **Graza** — Treats a pantry staple with cartoon line art and flat colour, but on one sparse label rather than all-over pattern. - **Fly By Jing** — Uses loud colour and dense illustration on condiments with a bold wordmark, closer to street poster than folk art. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-sardine-yellow: #f2c61b; --color-tin-black: #151515; --color-poster-red: #e23b2e; --color-harbour-blue: #3d8fd0; --color-pesto-green: #4b9a3c; --color-trout-mint: #4fbf8a; --color-ginger-plum: #7a2d6a; --color-gold-line: #c9a14a; --color-script-cream: #f6edd2; /* Typography — families (free lookalikes) */ --font-script: 'Lobster', 'Brush Script MT', cursive; --font-headline: 'Bowlby One', Impact, 'Arial Black'; --font-display: 'Rye', Clarendon, Georgia; --font-label: 'Barlow Condensed', 'Arial Narrow'; /* Typography — illustrative scale, as a share of the panel (Front face of the 3-pack carton sleeve, about 70 mm tall) */ --panel-height: 70mm; --text-wordmark: calc(var(--panel-height) * 0.18); --text-side-panel-name: calc(var(--panel-height) * 0.14); --text-ribbon-name: calc(var(--panel-height) * 0.07); --text-gift-title: calc(var(--panel-height) * 0.07); --text-sub-wordmark: calc(var(--panel-height) * 0.05); --text-connector: calc(var(--panel-height) * 0.03); --text-sourcing-note: calc(var(--panel-height) * 0.026); --text-net-weight: calc(var(--panel-height) * 0.024); /* Proportions */ --illustration-coverage: 100%; --wordmark-width: 75%; --ribbon-width: 90%; --central-roundel: 40%; --side-panel-name: 80%; /* Surfaces */ --surface-sardine-yellow: #f2c61b; --surface-ginger-plum: #7a2d6a; --surface-script-cream: #f6edd2; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-sardine-yellow: #f2c61b; --color-tin-black: #151515; --color-poster-red: #e23b2e; --color-harbour-blue: #3d8fd0; --color-pesto-green: #4b9a3c; --color-trout-mint: #4fbf8a; --color-ginger-plum: #7a2d6a; --color-gold-line: #c9a14a; --color-script-cream: #f6edd2; /* Typography — families (free lookalikes) */ --font-script: 'Lobster', 'Brush Script MT', cursive; --font-headline: 'Bowlby One', Impact, 'Arial Black'; --font-display: 'Rye', Clarendon, Georgia; --font-label: 'Barlow Condensed', 'Arial Narrow'; /* Typography — illustrative scale, as a share of the panel (Front face of the 3-pack carton sleeve, about 70 mm tall) */ --panel-height: 70mm; --text-wordmark: calc(var(--panel-height) * 0.18); --text-side-panel-name: calc(var(--panel-height) * 0.14); --text-ribbon-name: calc(var(--panel-height) * 0.07); --text-gift-title: calc(var(--panel-height) * 0.07); --text-sub-wordmark: calc(var(--panel-height) * 0.05); --text-connector: calc(var(--panel-height) * 0.03); --text-sourcing-note: calc(var(--panel-height) * 0.026); --text-net-weight: calc(var(--panel-height) * 0.024); /* Proportions */ --illustration-coverage: 100%; --wordmark-width: 75%; --ribbon-width: 90%; --central-roundel: 40%; --side-panel-name: 80%; /* Surfaces */ } ```