While frozen fish isn’t typically thought of in a whimsical or animated light, El Hombre Bacalao is a brand flipping this notion on its head. The packaging, designed by MABA, highlights a range of fish products with packaging reflected by the shapes and colors of each variety. The oversized eye illustration creates a whimsical approach, but the highly detailed fish graphic grounds the packaging and furthers a refined strategy.

El Hombre Bacalao is a frozen fish brand that presents a casual and very unique language for the frozen category. Colours and textures show a brand that is recognisable and lively in its expression. A friendly and fun dialogue with its consumers. The textures of fish skins are reinterpreted in a universe of colour, shapes and textures, to narrate the freshness of fish with renewed codes for the frozen category.