The goal for Ray's Fillets was to craft a brand that blends the charm of an old-world European tradition with small-town America through craftsmanship.

At its core, this brand is a tribute to the age-old tradition of smoking and preserving fish, infused with a touch of high-low aesthetics— wrapping a tin of fish in an art-nouveau themed packaging that references woodblock printing, the drawings of Arthur Mackmurdo, and the flowing lines of fat in the meat itself.

From the initial ideation to the final execution, I conceptualized every aspect of the brand. I not only designed the graphics but also brought the packaging to life through 3D modeling and animation, resulting in a cohesive and visually engaging brand identity that truly embodies the essence of Ray's Fillets.