LIGO Sardines Redesign

Project Description

As a way to remember the past and celebrate my love for food, I decided to challenge myself with reimagining the Ligo sardines logo as well as their packaging to convey a higher-quality product to its current patrons as well as to attract the young and brand-conscious consumers of today.

Problem

At first glance, its current design and packaging do not communicate the words Premium and High Quality. The logo seems too big and the thickness of the lines seem disproportionate to each other. It’s realistic illustrations also don’t seem to match its overall flat aesthetic making it look outdated which creates a lower quality perception towards the canned sardines.

Insights

There are tons of Filipinos all over the world who are craving for some good ol' LIGO sardines. How might we use the packaging to emulate the openness of the ocean and connect with Filipinos across the globe?

Solutions

I focused on using sardine patterns as a main motif to emulate an underwater ocean vibe. This allows the packaging up to flow like the waves and ready to take on the next adventure anywhere in the world. This is also a hint towards the company's plans of expanding into different areas around the globe where Filipino immigrants can be found.