What was the client’s brief for this project?
Our client, Chef Charlotte Langley, envisioned an epicurean take on tinned fish when she approached us to collaborate on the Nice Cans brand.
At its core, she described a conscientious customer who indulges in the finer things, moves at her own pace, and lives by her own rules. The vibe is unapologetic, bold, and centered around the ethos of living deliciously. Our objective was to translate this bold direction into a compelling visual brand story and packaging strategy that would pop on-shelf and peak curiosity.
How did you execute the brief and what were some of the strategic design elements that you built into the brand?
A bold vision requires equally bold design decisions and perhaps the boldest was going all-in on this brand-forward packaging strategy.
The name brings an intrinsic playful and tongue-in-cheek tone to the brand that we wanted to highlight as the hero of our strategy – knowing that the supporting visual assets, food photography, and marketing creative would fill any gaps.
It’s a bit unconventional to design packaging, especially in the food space, that does not showcase the contents of the package front and center, but we aren’t trying to do things conventionally. Instead, the chunky, hot pink brand identity for Nice Cans piques your curiosity and titillates your senses—while graphic stripes refine the design with colors that reference each SKU’s unique flavor profiles. We created a saturated, stimulating design that mimics the rich flavors and premium ingredients in the products themselves. The result is pure eye candy.
The color palette is SO joyful, can you explain how you chose the colors for each of the SKUs?
We fell in love with Pantone 806 C, a neon pink, as our brand identity color for Nice Cans. It’s bright, bold, and a bit unexpected in terms of the traditional tinned fish landscape – very sexy!
Because of this decision, we opted for a more-is-more approach to color across all SKUs, taking inspiration from the flavor profiles and amping up the saturation so that they could present as rich backdrops for our signature neon pink identity.
The intention of the brand is to celebrate the concept of living deliciously, and we found color inspiration from the things in life that make us feel indulgent; a plush beach towel from our travels, a bar of soap from a beautiful boutique, a coffee table book we peruse on a quiet night in with our favorite cocktail–and of course–the nautical stripes inherent to all things aquatic.
Can you describe the typography and how/why you chose the fonts?
The font used in the Nice Cans brand identity is called Poleno, which we selected for it’s chunky and joyful characteristics. We wanted something attention grabbing that would reflect the boldness of the name, without taking itself too seriously.
We chose Azeret Mono as the secondary font, used for product names and descriptions, which we felt provides a contemporary take on the crafted look and feel that relates to the canning space as an industry. We find it also elevates our brand identity logo, which could read as juvenile if paired with the wrong secondary font.
CASE STUDY
At the heart of Nice Cans’ packaging design lies a mission to blend sustainability, transparency, and indulgence in a way that captivates the modern consumer. Every detail of our packaging serves as a reflection of our brand values: premium quality, ethical sourcing, and bold creativity. Our goal was to create a solution that doesn’t just protect and present the product but also tells a story that connects with our customers on an emotional and ethical level.
Nice Cans’ packaging was designed to redefine the perception of tinned fish, elevating it to a gourmet indulgence while staying true to our commitment to sustainability. Working in partnership with José Gourmet, we developed a packaging solution that merges artisanal aesthetics with cutting-edge efficiency. The result is a premium, visually striking package that stands out on the shelf while being environmentally responsible.
Our tins are made from fully recyclable aluminum, minimizing environmental impact. The external packaging uses FSC-certified paper, ensuring that materials are sourced responsibly and adhere to the highest environmental and social standards.
Compact and Lightweight: By optimizing dimensions and weight, we reduce our carbon footprint during transportation.
Vibrant illustrations inspired by the ocean and the artisanal nature of our products give our tins a bold, playful personality. Each design incorporates subtle nods to the regions where our fish are sustainably sourced.
Transparency: Key product details, including MSC certification and sourcing information, are prominently displayed on every package, reinforcing trust and accountability.
The easy-to-open design enhances usability, while airtight sealing ensures product freshness and quality. Designed for convenience, our packaging is sturdy enough to travel well, whether it’s in a retailer’s stockroom or a consumer’s picnic basket.
Nice Cans’ packaging is more than a protective layer—it’s a bold declaration of what the brand stands for: indulgence without compromise. It redefines the way consumers interact with canned seafood, transforming a traditional pantry staple into a premium, must-have item. By combining eye-catching aesthetics, functional excellence, and sustainable innovation, our packaging is paving the way for a new era in CPG design.
Ultimately, Nice Cans’ packaging is a testament to our belief that responsible business practices, high-quality products, and unforgettable design can—and should—go hand in hand. With the integration of FSC-certified paper and recyclable materials, we’re demonstrating that premium packaging can be both beautiful and planet-friendly.
