Deep Tide

Deep Tide is a conceptual brand identity and packaging system for a gourmet canned sardine company. The project explores how design can elevate preserved food into a considered product through clarity, structure, and expression.

The challenge was to move away from the visual clichés often found in the category (either nostalgic or overly minimal) and create a brand that feels premium, colorful, and long-lasting. The concept of depth guided the identity, informing decisions around typography, color, and illustration.

The visual system combines an editorial typographic structure with a flexible illustration language. Each sardine variety is distinguished through its own color palette and illustration, while sharing a consistent layout and hierarchy that ensures cohesion and scalability across the range.

The result is a confident and expressive brand system that balances personality with restraint, designed to grow without losing clarity or character.