Our client Mepas recently launched a new private label of excellent canned fish named Galija. The new brand aims to provide good-quality and tasty fish at a lower price than the manufacturer-branded equivalent. The Mepas team assigned Shift with the task to create a design that will ensure standout on shelf and that will feel dynamic and progressive. The Galija brand identity fits smoothly into the canned foods category. The logotype is set with and dominant letter "G" form that hinges above the central logo design and that alludes to the galleon (galija in Croatian), an antique boat launched by rowers and used for war and trade. Along the new brand identity, the team also designed the packaging design that employs beautifully crafted illustrations, along with the new brand’s logo. The letter G is set off in a golden tone, a clear-cut reference to quality of the product, as well as the great taste of the fish.