I chose S&F Sardines because I thought it would be a fun challenge to take a product like this which is commonly thought of as unsavory by many Westerners, and see what difference packaging can really make.

 

In many parts of the world, sardines are considered a delicacy and even have festivals in their honour, due to their long-running role in sustaining many generations throughout human history.

 

So, the questions I found myself pondering went something like this: Why is this food so looked down upon in the West? Thought of as cheap and unappealing? Frankly, I believe much of it has to do with the packaging. As I browsed, common themes occurred as I perused the shelves, and most of them were fairly uninspiring. They didn't stand out or call me to purchase this product, and I noticed that the target market was a fairly small demographic.

 

I wanted to change this, and try to expand that market. If an "older" audience can enjoy sardines, why can't the younger crowd? Very few companies are trying to appeal to them with their designs. With that in mind, I chose to put my efforts into developing a more rustic, artisan feel. It is timeless and appeals to multiple target audiences. Perhaps it would give new life to a neglected superfood that's often ignored on the back of the shelf.