Established in 1992 on the island of Hvar in Croatia, Žuvela company is a family run business specializing in the production and distribution-export of fresh fish, conserved and canned Adriatic fish and processed seafood. Having operated successfully in Croatia for years, in 2007 they expanded into Bosnia and Herzegovina and invested in a new plant for the processing and production of pelagic fish, mainly forms of sardines and anchovy. Today the Žuvela Company is one of the main wholesalers of canned seafood in B&H and Croatia. From the start their goal has remained the same: delivery of the freshest and highest quality products in the shortest possible time. Žuvela’s vision is to be a leading company in the fishing and fish processing industry in the region. Our agency has cooperated with the firm in terms of the brand identity of Žuvela anchovies. Our client came to seek the packaging design for a new line of canned products - the brand Žuvela. We created a logotype of the brand surrounded by Žuvela’s original tagline “od mora do stola.” The playful details on the labels were used to denote the different types and ingredients of the products. The blue color used for the background of the canned products is rich enough to give it strong shelf appeal. Our selection of color combinations and details denote product categories and variants, this being the most important consideration in the self–service retail area where products are located by category and displayed by brand.