This Is Pacifica has designed innovative packaging for smoked fish brand Hardy. They’ve drawn inspiration from the texture, shape, and color that makes salmon distinctive and charming. The Kraft paper incorporates linear cutouts to simulate the structure of the fish, and the loop at the top is both practical in use and fashionable through its texture and shape. The cutouts in the Kraft paper also allow the virtue of the fish itself to shine through and ultimately become part of the ingenious design. Smoked salmon has just become an aesthetic wonder thanks to This Is Pacifica.

Hardy’s packaging is designed to be a natural and appealing extension of the brand. the different pieces of fish have combining cut-out designs that allow the consumer to see the product without interfering with the packaging. The illustration represents the fish and evokes the way it is hung for smoking. The orange loop-ending fabric handle visually continues the fish’s shape, which creates an impactful and memorable layout in points of sale and fair stands.