Salty Baby is a design-forward tinned fish brand built to break the rules of the canned goods aisle. We set out to create a brand with instant shelf impact and cult-level craveability in a category that feelt outdated and overlooked. To do that, I developed an identity that turns seafood into a statement: cheeky, confident, and visually unforgettable. Through bold typography, flirty copy, punchy color, and a custom illustrated mascot, Salty Baby stands out in a sea of sameness and demands attention. 

PROJECT SCOPE: Brand Strategy, brand Identity, Packaging design

Project Goal:

Turning canned fish into a full on moment, something so bold and cheeky it was impossible to ignore. The goal was to spark obsession and build a brand that feels more like a movement than a grocery item. We crafted an identity that leans into playful rebellion with a side of polish, pairing punchy color, custom illustration, and sassy, smart copy to create a brand that feels just as stylish as it is snackable. Salty Baby challenges expectations of what tinned fish should be, establishing itself as a standout in the world of modern food branding and becoming a product people want to show off as much as they want to eat.

The design direction for Salty Baby centers on unapologetic shelf appeal and cheeky, craveable personality. We created a visual identity that’s loud in all the right ways, pairing bold typography, playful layouts, and a punchy, unexpected color palette to capture attention and spark instant curiosity. Custom illustration (including our flirty fish mascot) adds charm and ownability, while thoughtful details like Hot Girl Dinner copy lines and logo seals bring attitude and cohesion to the packaging system. The overall identity strikes a balance between fun and refinement, turning Salty Baby into a brand that doesn’t just stand out, it sells out.

Industry: Grocery & CPG

Salty Baby

A cheeky tinned fish brand turning the canned goods aisle into a main character moment

The goal was to turn canned fish into a full on moment, to spark obsession and build a brand that feels more like a movement than a grocery item. We crafted an identity that leans into playful

rebellion, pairing punchy color, custom illustration, and sassy, smart copy. Salty Baby challenges expectations of what tinned fish should be, establishing itself as a standout in the world of modern food branding and becoming a product people want to show off as much as they want to eat.