Fiigshing

Company
Fiigshing
Software
  • Photoshop
  • Lighrooom
  • Illustrator
  • Adobe XD
Year
2026
Deliverables
  • Branding and visual identity
  • Logo and design guidelines
  • Website and web design
  • Packaging design
  • Material selection
  • Print-ready artwork
  • Packaging structure

From idea to a fishing lifestyle brand with a strong identity

A complete brand and packaging concept developed with a focus on shelf impact, product communication, scalable packaging systems, and sustainable solutions for modern anglers.

The goal was to develop a cohesive brand and packaging system that combines a strong visual identity with commercial functionality, clear product communication, and scalability across multiple product lines.

Fiigshing was developed as a conceptual fishing brand with a focus on packaging, product experience, and modern outdoor positioning.

I designed packaging solutions across several categories — including lures, flies, swimbaits, tackle boxes, and mystery boxes — with a focus on clear navigation, product information, and strong shelf presence.

The systems were built to allow new variants and SKUs to be added easily through flexible layouts, color coding, and modular design elements.

Sustainability was also considered through reduced plastic usage, recyclable materials, and a simplified packaging setup.

The project demonstrates my ability to combine branding, creativity, and practical packaging design with a strong understanding of the target audience and market.

Packaging design for the line-through lure series with focus on shelf impact, clear product communication, and a scalable system

For the line-through lure series, a packaging concept was developed with a focus on shelf visibility, quick product understanding, and a strong visual identity. The goal was to create a solution that stands out in retail environments while making it easy for customers to quickly choose the right variant.

The design was built as a flexible system, where weight, colors, sink rate, and target species are clearly communicated through fixed information zones and modular elements. This makes the series easy to expand with new SKUs without losing consistency or recognizability.

At the same time, material choices, print-ready setup, and a simplified packaging structure were carefully considered — with a focus on reducing plastic usage and using recyclable materials.

The result is a commercially strong packaging solution that combines functionality, branding, and sustainability.

Packaging design for the fly series with focus on product presentation, sustainable materials, and strong brand consistency

For the fly series, a packaging concept was developed where natural materials, clear presentation, and functional design go hand in hand. The goal was to create a solution that protects the product, attracts attention on the shelf, and supports Fiigshing’s Nordic brand universe.

The design is based on a clean and structured layout with a strong focus on the product itself, using transparent windows and clear information zones. The packaging was developed as a scalable system, allowing different patterns, sizes, and product lines to be easily implemented within the same design framework.

Sustainability was integrated through the use of kraft materials, reduced plastic usage, and a construction designed to minimize material waste.

The result is a packaging solution that combines aesthetics, functionality, and commercial value.

Packaging design for the predator series with focus on performance, strong shelf presence, and clear differentiation

For the predator series, a packaging concept was developed targeting fishing for pike and perch, combining a more powerful visual expression with clear product communication and strong recognizability.

The design is built around a strong visual hierarchy, where product category, size, application, and variant can be quickly understood. Large product windows and a bold visual expression ensure visibility on the shelf and support the purchase decision in retail environments.

The series is developed as a flexible packaging system, making it easy to expand the range with new models and color variations without losing brand consistency.

Sustainability was also considered through reduced packaging usage, recyclable materials, and a focus on efficient production.