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Fisho's
project overview
FISHO's is a brand identity and packaging system for fresh, chilled seafood, whole fish, and cuts like shrimp, developed for Non-Veg Mart, a retail meat and seafood chain. It sits alongside a sibling sub-brand, Jhalpat (a ready-to-eat/ready-to-cook marinated line), within the mart's broader brand architecture.
my role
Design Internship
year
May 2020 - Jul 2020 · (3 months)
client
Erfinden Technologies Pvt. Ltd (Pune)
The Challenge
Non-Veg Mart needed a seafood sub-brand that could do several things at once: feel distinct from its sibling line, read as fresh and trustworthy rather than clinical, and work across very different product formats a whole mackerel versus a tray of peeled shrimp without needing a different system for each. It also had to scale: as the mart expanded beyond Maharashtra, the packaging would need to flex into other regional languages without a redesign.
Early naming attempts didn't clear that bar. Fishman and Freshman were literal and generic. Ocean Fresh and Ocean King were closer in tone, but still only described the category language any seafood counter in the country could use, so they weren't ownable.
The Solution
Name & logo: Landed on FISHO's, Australian slang for someone who catches or sells fish. It's informal and ownable in a way the Ocean names weren't, and the apostrophe-s turns it into a place, like a fishmonger's stall. The O was redrawn as a fish icon, so the logo does double duty as wordmark and mark.
Packaging shape: I took the traditional fish-shaped serving plate as the literal cue and turned it into a die-cut label that wraps the whole fish, so the product's shape becomes the brand's shape.
A second format for trays: For cuts like shrimp, a circular lid label carries the same visual system without forcing the fish silhouette where it doesn't fit.
Visual system: A cool, ocean-toned palette pulled from real catch photography, plus a recurring wave-and-shoal pattern (fish and leaf motifs) that ties both formats together.
Built to scale: Only the species name, set in the local script, changes between variants: Marathi, Bengali, Telugu. Everything else in the system stays fixed, so new regions or species don't require new design work.
Material choice: Final execution moved to molded-fibre trays instead of plastic, carrying the "fresh, ocean-sourced" idea into the material itself, not just the graphics.
The Outcome
A single, flexible packaging system: one die-cut format for whole fish, one label format for trays unified by a consistent pattern language and an ownable, friendly brand name. The system is explicitly built for scale: new species and new regional scripts can be dropped in without touching the underlying identity, and the final packaging carries its sustainability story through to the material, not just messaging.
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Fisho's
Fisho's
project overview
FISHO's is a brand identity and packaging system for fresh, chilled seafood, whole fish, and cuts like shrimp, developed for Non-Veg Mart, a retail meat and seafood chain. It sits alongside a sibling sub-brand, Jhalpat (a ready-to-eat/ready-to-cook marinated line), within the mart's broader brand architecture.
my role
Design Internship
year
May 2020 - Jul 2020 · (3 months)
client
client
client
Erfinden Technologies Pvt. Ltd (Pune)
The Challenge
The Challenge
Non-Veg Mart needed a seafood sub-brand that could do several things at once: feel distinct from its sibling line, read as fresh and trustworthy rather than clinical, and work across very different product formats a whole mackerel versus a tray of peeled shrimp without needing a different system for each. It also had to scale: as the mart expanded beyond Maharashtra, the packaging would need to flex into other regional languages without a redesign.
Early naming attempts didn't clear that bar. Fishman and Freshman were literal and generic. Ocean Fresh and Ocean King were closer in tone, but still only described the category language any seafood counter in the country could use, so they weren't ownable.
The Solution
The Solution
Name & logo: Landed on FISHO's, Australian slang for someone who catches or sells fish. It's informal and ownable in a way the Ocean ___ names weren't, and the apostrophe-s turns it into a place, like a fishmonger's stall. The O was redrawn as a fish icon, so the logo does double duty as wordmark and mark.
Packaging shape: I took the traditional fish-shaped serving plate as the literal cue and turned it into a die-cut label that wraps the whole fish, so the product's shape becomes the brand's shape.
A second format for trays: For cuts like shrimp, a circular lid label carries the same visual system without forcing the fish silhouette where it doesn't fit.
Visual system: A cool, ocean-toned palette pulled from real catch photography, plus a recurring wave-and-shoal pattern (fish and leaf motifs) that ties both formats together.
Built to scale: Only the species name, set in the local script, changes between variants: Marathi, Bengali, Telugu. Everything else in the system stays fixed, so new regions or species don't require new design work.
Material choice: Final execution moved to molded-fibre trays instead of plastic, carrying the "fresh, ocean-sourced" idea into the material itself, not just the graphics.
Name & logo: Landed on FISHO's, Australian slang for someone who catches or sells fish. It's informal and ownable in a way the Ocean names weren't, and the apostrophe-s turns it into a place, like a fishmonger's stall. The O was redrawn as a fish icon, so the logo does double duty as wordmark and mark.
Packaging shape: I took the traditional fish-shaped serving plate as the literal cue and turned it into a die-cut label that wraps the whole fish, so the product's shape becomes the brand's shape.
A second format for trays: For cuts like shrimp, a circular lid label carries the same visual system without forcing the fish silhouette where it doesn't fit.
Visual system: A cool, ocean-toned palette pulled from real catch photography, plus a recurring wave-and-shoal pattern (fish and leaf motifs) that ties both formats together.
Built to scale: Only the species name, set in the local script, changes between variants: Marathi, Bengali, Telugu. Everything else in the system stays fixed, so new regions or species don't require new design work.
Material choice: Final execution moved to molded-fibre trays instead of plastic, carrying the "fresh, ocean-sourced" idea into the material itself, not just the graphics.
The Outcome
The Outcome
A single, flexible packaging system: one die-cut format for whole fish, one label format for trays unified by a consistent pattern language and an ownable, friendly brand name. The system is explicitly built for scale: new species and new regional scripts can be dropped in without touching the underlying identity, and the final packaging carries its sustainability story through to the material, not just messaging.
A single, flexible packaging system: one die-cut format for whole fish, one label format for trays unified by a consistent pattern language and an ownable, friendly brand name. The system is explicitly built for scale: new species and new regional scripts can be dropped in without touching the underlying identity, and the final packaging carries its sustainability story through to the material, not just messaging.