How to showcase a simple and authentic product in a new way? When Canadian grocer Metro approached Pigeon Brands with this new project, the team decided to give a special twist to those simple little boxes of sardines, bringing some fun, with a circus-like inspired colorful approach.

Designers played around with the classic engraved illustration, using a touch of vibrant colors that create a bold contrast with the brand’s dark tone. It’s as if the fish were on stage and about to give us a show! It’s truly is a simple and evocative way to highlight the product. And with this strong retro typography and that bold line pattern, we could almost use the packaging as a circus show poster!