Saltcandy

Saltcandy is a modern seafood brand concept built around bold flavor, thoughtful sourcing, and shelf-forward design—created for a new generation of conscious eaters.

At its core, the brand celebrates small-format seafood like sardines, mackerel, and tuna—foods that deliver exceptional nutritional value in a simple, accessible form. Rich in protein, omega-3s, and essential nutrients, these products reflect a growing shift toward smarter, more sustainable ways of eating, where quality, sourcing, and restraint matter.

The visual identity pairs playful, hand-drawn illustrations with a confident color system and expressive typography, challenging outdated perceptions of preserved seafood. Each flavor is designed as its own moment while remaining cohesive as a full retail lineup across tins and jars.

Beyond aesthetics, Saltcandy was developed with real-world considerations in mind—wild-caught sourcing, transparent ingredient stories, and packaging designed to stand out in specialty grocery and design-forward food markets.

Created by Fivestar Branding, this project explores how strong brand identity, packaging strategy, and cultural relevance can work together to transform a functional food into a desirable, modern brand.

Saltcandy is a fictional sardine brand concept exploring how playful illustration, punchy color systems, and thoughtful packaging can turn an everyday product into something collectible and craveable.

This is the kind of brand world I love building—where packaging tells a story before the lid even pops. If you’re dreaming up a food brand, CPG concept, or just want your shelves to look less boring, let’s talk.