The Challenge: Using the project outline from our Experimental Interaction class, my challenge for myself was creating a premium sardine brand identity to transform a product known for being gross and dated into something compelling and desirable.

My Solution: I developed a bold, irreverent brand identity using hand-drawn brand elements that embrace dark humor and have the ability to transform routine shopping into a provocative canned-fish discovery. ;)

The Result: This brand identity elevates sardines from a boring pantry afterthought to a conversation starter, which demonstrates how an experimental vision can transform humble products into crazy-fun coveted experiences.