MARÉ is a concept brief set out to answer a simple question: what does Portugal's tinned fish tradition look like if it's built for today.
The reality is that most conservas either lean so hard into heritage that they end up reprising the same classic designs (which do look great). Or, they go so clean and modern that they forget tradition and could be selling anything.
Inspiration for our packaging design came from decks of playing cards and old matchboxes. Something made to be collected, travelled with, and not necessarily thrown away once used. Not that many people travel with tinned fish – but what if you wanted to?
The collection includes four varieties, each one a real fishing town in Portugal: sardines from Matosinhos, mackerel from Peniche, mussels from Olhão, octopus from Sesimbra. Every tin is dated and signed by the fisherman like a catch record. Each box is colourful and unique. And when put together or stacked, you're left with more of a visual collection of postcards than a bunch of tinned fish.
"The vintage-inspired illustrations and typography give MARÉ a sense of history and authenticity, while the playful colour palette, modular layouts and contemporary applications keep it feeling completely fresh. Nothing feels nostalgic for nostalgia’s sake. Instead, those traditional references have been reworked into something distinctive, relevant and seriously fun.
The packaging system is such a standout too. Turning each catch into its own little story, complete with where, when and by whom it was caught, gives the brand so much character and makes the whole range feel genuinely collectable."
