sardines
Full illustration & all type designed to match the current Fishwife Tinned Seafood Co. identity.
A series of Lunar New Year themed packages for Fishwife as a representation of blending cultural influences and ethical and sustainable food sourcing. Thoughtful consumption in all mediums was the focus of my senior degree project/thesis.
Fishwife has a strong brand identity and impact conscious mission with a preexisting and loyal customer base. Integrating personal culture into a brand without compromising the original identity is an enriching experience for all parties involved (company, client, designers etc).
This piece is tied to my childhood as a very picky eater with a single mom, whose father moved to New York City from Hong Kong. My favorite holiday has always been Chinese New Year, most likely because of the banquets hosted by my family’s tai chi school, CK Chu Tai Chi.
As a kid, the banquets were martial arts performances in big golden rooms with all of my family and friends. The food is and was always amazing. But I didn’t know it at the time as I probably only ate from two of twelve or so dishes served.
Eventually I grew up and my mom met who became my stepdad, who is also the guy who introduced me to beggars’ platter (which is essentially a charcuterie board). When I met him I was 11, and still didn’t subscribe to the concept of food touching.
Years passed, I grew up, and Francesco and I have beggars’ platter almost every time I visit home. I love sardines and I subscribe to the concept of foods touching each other. I also eat from all of the dishes served at banquets.
Thank you to my mom, my stepdad, and the culinary arts. I love you all so much.
fun side note: i planned to leave college studying psychology to pursue the culinary arts (inspired by a great job as a station chef), but was convinced by my mom to try art school, and it worked out (clearly). my thesis ended up focusing largely on psychology and food so, i got everything i could’ve wanted. how lucky is that!