• Windett Design LLP created this conceptual design for Fortnum & Mason’s Organic Smoked Salmon range
• A fish shaped window reveals the product while graphic ocean waves tell the story of the Scottish waters where the salmon is sourced
• The design turns the pack into a visual seascape, blending illustration and product transparency in a way rarely seen in the seafood aisle

I’ve always been annoyed by smoked salmon packaging. If it’s hard to get into, at least make it look good! 

For Fortnum & Mason’s Organic Smoked Salmon range, Windett Design LLP transforms the box into a vibrant seascape where the product becomes part of the story itself. Flowing ribbons of color weave across the surface like stylized ocean currents. At the center, a fish-shaped cutout window reveals the salmon inside, turning the product into the illustration and creating a clever interaction between graphic design and the food itself.