A Fresh Perspective on Sustainability

California State University, Fullerton student Natalie Quiros‘ entry to New Talent 2024 is the “Moon Rise Seafood Alaskan Gift Set” packaging system. Under the guidance of Professor Theron Moore, Natalie’s project blends out-of-the-box design elements to present a gift set that features a fish-shaped container crafted from eco-friendly materials aimed to capture customers’ attention and elevate the experience for gift recipients. Let’s delve into the details of Natalie’s design process and the thoughtful elements incorporated into her project.

By: Natalie Quiros

Project Brief/Synopsis

This project entails the invention of a packaging system for a product line with various components or a grouping of products that relate to one another in some way. The product line created for this project is Moon Rise Seafood. The term Moon Rise is used as the product’s name as it refers to the effects of the moon on the tides and fishing conditions.

Project Purpose

The intended message of this packaging line is that it is a fancy souvenir of gourmet, sustainably sourced Alaskan fish products. The items are packaged in colorful labeled cans contained within a unique fish-shaped container so that it is eye-catching to customers and that it may wow gift recipients. The entire package set is made of eco-friendly materials such as wood and paper, and it features resealable tin cans that can be cleaned out and reused for storing other items. The eco-friendly materials are meant to complement the sustainably sourced fish.

Intended Audience

This gift set is intended for 30 and 40-year-old tourists who visit Alaska. This item set is meant to be sold in Alaskan gift shops or in cruise line stores that these tourists would pass by.

• Age/Gender: Between 30 to 40 years old, gender neutral
• Location: Alaska, various cruise ships
• Occupation/Income Range: $50,000 – $70,000
• Values and beliefs: Quality food, Presentation

Tone, message, style direction

• Tonal Adjectives: Quality, Approachable, Eco-Friendly, Consistency
• Design Influence: Minimalism, functionalism

Design Process

The fish skeleton was drafted in Adobe Illustrator, and then laser cut out of basswood. The pieces were designed to fit into each other easily, like a puzzle. The fish skeleton’s design complements the fish illustrations on the can labels.

The skeleton’s ribs are where the tin cans are stored, and the entire skeleton is to be wrapped with decorative blue paper glued to card stock. A slit is required at the top of the covering to allow the fish’s dorsal fin to slip through. The fin is designed to be a handle, so the gift set is easy to carry. The Moon Rise logo is laser engraved into the top corner of the fin handle. Lastly, the blue paper covering has a long, wide ribbon of clear drafting paper that seals the package closed. On this ribbon are wood-textured paper tags with the Moon Rise logo printed in blue, one on each side of the package.

The can labels were designed on the Procreate app and then sent to Adobe Illustrator to be vectorized. The tin cans have a lid label and a label that wraps around the outside. These labels will be printed on glossy sticker paper, while a third set will be printed on textured label paper. These textured labels are used to seal each tin can, and each is purposely placed “imperfectly” around the form of the can. Each can is color-coded with bright hues that contrast the blue hues and wooden textures of the outer packaging.

Project Context

On the blue paper covering surrounding the skeleton are two wood-textured paper tags with the Moon Rise Seafood logo and name. Under this is the line “Alaskan Fish Gift Set.” The tin cans will feature the Moon Rise logo and the type of fish product. They will be labeled as smoked sockeye salmon, sockeye salmon caviar, smoked king salmon, and smoked halibut. “Wild Caught” and “Sustainably Sourced” are displayed on the cans’ exteriors.

Project Brief/Synopsis

This project entails the invention of a packaging system for a product line with various components, or a grouping of products that relate to one another in some way. The product line created for this project is Moon Rise Seafood. The term Moon Rise is used as the product’s name as it refers to the effects of the moon on the tides and fishing conditions.

Check out more work by Natalie Quiros here.

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