Selfish - Packaging design (concept level)
Agency: ti:me Agency
Client: Fishmonger
The core problem of fish consumption
In today’s fast-paced world, we too often accept compromises. Out of habit, we choose the cheaper and quicker option, frequently pushing quality into the background — especially when it comes to food. This is particularly true in the case of fish consumption.
In Hungary, annual per capita fish consumption is only 6.7 kg, compared to the EU average of 23.7 kg. Fish dishes are still associated mainly with special occasions rather than everyday meals. One of the main reasons is uncertainty: many consumers are afraid of making the wrong choice or preparing fish incorrectly, which can easily result in a disappointing culinary experience — ultimately leading to lower consumption.
Yet fresh, high-quality fish is not only delicious, but also healthy and nutritious — a key element of conscious, balanced eating.
The solution: Selfish products
But what can we do when we want to eat fish and want to be sure we’re choosing well? How can we make the best choice without compromise?
This is why Selfish was created: a premium, kitchen-ready fish product range that brings the finest selection of the world’s waters into people’s homes — simply, reliably and without compromise.
Selfish products exist to make choosing premium fish not a challenge, but an effortless decision. Carefully selected, perfectly prepared, filleted and whole fish arrive from fishermen across six continents — from New Zealand to Norway.
The brand’s philosophy is simple:choosing quality food is a form of self-care. Allowing ourselves something exceptional — even on an ordinary Tuesday evening.
A guarantee of expertise: Fishmonger
Behind Selfish stands the professional credibility of Fishmonger.
Through selected business partners, products can arrive within 48 hours from the sea to the Fish Market.
Through selected business partners, products can arrive within 48 hours from the sea to the Fish Market.
Consumers can be confident that every fish:
- comes from verified sources
- is supplied through responsible and sustainable fishing practices
- represents expertise, cleanliness and reliability in every bite
Because we all deserve quality.
So that in the end only one question remains:
“Have I eaten fish today?” Selfish. Let it seduce you.
So that in the end only one question remains:
“Have I eaten fish today?” Selfish. Let it seduce you.
Creative concept
Fish consumption made easy.
The packaging design highlights the product’s key benefits:
a clean, uncomplicated visual identity that reflects the simplicity of preparation and the premium quality of the product. The design focuses on the essence — the fish itself.
a clean, uncomplicated visual identity that reflects the simplicity of preparation and the premium quality of the product. The design focuses on the essence — the fish itself.
Color symbolism:
- light blue: air, freshness
- darker blue: water, depth
- at the center: the fish, as the main character
The fish shapes are stylized and simplified.
The fish silhouettes appear as die-cut windows on the packaging, functioning both as a visual element and as a functional viewing window. This solution also supports the decoding of color coding across the range.
The fish silhouettes appear as die-cut windows on the packaging, functioning both as a visual element and as a functional viewing window. This solution also supports the decoding of color coding across the range.
Multiple packaging versions were developed:
- fully wrapped sleeve
- circular band (belly band) version
To enhance the aesthetic experience and communicate freshness, the graphic beneath the fish evokes the image of a bed of ice cubes, appearing on the blue plastic tray.
One of the indirect objectives of the packaging was also to encourage more frequent fish consumption and inspire consumers to prepare fish dishes more often.
The design therefore fulfills not only an aesthetic role, but also an educational and motivational one.
The design therefore fulfills not only an aesthetic role, but also an educational and motivational one.
