packaging design x production artwork

The objective was to reimagine the traditional British fish & chips experience through a contemporary newspaper-inspired packaging concept. Drawing inspiration from the historic practice of wrapping fish and chips in newspaper, the design combines nostalgia with a modern visual identity.

To solve the practical issue of greasy fingerprints, a deep navy background was introduced, giving the packaging a cleaner, more premium appearance while remaining practical for takeaway use. The editorial concept was brought to life through bold headlines, playful puzzles and the fictional adventures of Bob, a fisherman created exclusively for the brand. Rather than simply decorating the packaging, Bob transforms it into an interactive storytelling experience that customers can enjoy while eating. To keep production economical, the entire design was developed using a single-colour print, creating a distinctive identity that blends British heritage with humour and functionality.

This project includes the complete production artwork developed for the Fishspaper packaging range, ensuring the newspaper concept remained consistent across every panel of the pack.

The artwork was prepared according to the manufacturer's cutter guides, with typography, illustrations, fictional newspaper articles, puzzles and mandatory production information carefully organised to maintain a clear editorial hierarchy. Every element was positioned within the printable area while respecting bleed, trim and folding requirements, ensuring the packaging was fully prepared for commercial printing without compromising the storytelling concept.

I actually think the Bob idea is the kind of detail recruiters remember. Lots of designers can make attractive packaging, but creating a fictional fisherman whose adventures continue across the pack turns the packaging into something people interact with, rather than just throw away. That's exactly the kind of thinking that gives a project personality.