Hooked
Branding and Marketing Assets for Tinned Fish
Project Overview
Hooked was born out of a personal project for something that I’m highly invested in, tinned fish. I did this over the course of eight weeks in a branding and marketing class at UC Berkeley.
Throughout the weeks, I was able to go through the steps needed to develop a consistent and effective brand, while also receiving weekly critiques from my peers. Although this brand doesn’t exist in real life, I based it the idea off of similar products that are popular in the market today, such as Fishwife.
Mission
Affordable and delicious tinned fish for people of all backgrounds and ages.
Vision
Tinned fish as a desirable and sustainable option to eat and enjoy whenever you want!
Values
Integrity, Transparency, Inclusivity
Finding Inspiration
Given that I knew the idea for the product, the first step in this project was to collect inspiration from graphics and designs that I wanted my brand to be like. I turned to Pinterest to find graphics with interesting framing of the product, vibrant colors, or lettering that I just liked in general. I didn’t want to limit myself too much at this point.
Brandscapes
Logo Ideation
After exploring three different brandscapes, I began working on possible logos both with text and graphic styles. At this stage, I was working with “Tinned” as the brand name, keeping in mind the goals that a logo should be “unique, simple, scalable, and work well in monochrome” (Jeff Davidson at Medium).
I experimented with different text styles, alternating between simple sans or more playful shapes. With that, I also thought of how a sardine fish could be incorporated into the logo, either interplaying with the text or alone.
One of the critiques that I received was with the name “Tinned” as it didn’t have the same associations that I wanted with the mission and values that I established at the beginning. I started thinking through different phrases and words that aligned better overall. I eventually settled on “Hooked” and began finalizing my designs.
Asset Creation
Now having made some crucial decisions, it was possible to begin to work on brand assets, such as business cards, posters, and merchandise.
I began playing around with the shapes and colors that I had already established, looking to see what tone I wanted Hooked to have in accordance with its mission and values.
Hooked
