Brinehaus had a good product and a label nobody could read from further than an arm away. The brief was one line: make people pick up the tin before they know what is in it.

We started with the name set as large as the lid allowed, then cut everything that competed with it. One typeface, one red, one fish drawn in four strokes.

The tin is the poster.

Six months after launch the range is stocked in forty shops instead of nine, and the tins get photographed more than the fish.