Sumtim Fishy
2019 – 2020
STANDARD SCOPE
Brand Strategy
Brand Identity Design
Creative Direction
Digital Management
CUSTOMIZED SCOPE
STORY
SumTim Fishy is a sustainable artisanal brand based in Bantayan, Cebu. With the mission to augment fisherfolk income by increasing the value of their catch, SumTim Fishy procures only sustainably-sourced danggit (rabbitfish) and tabagak (herring).
With a two-pronged mission to augment fisherfolk income and help the overfished ocean recover, artisanal brand Sumtim Fishy procures sustainably-sourced fish products from Bantayan, Cebu. The Dual Story team created the look and packaging for this startup brand.
“It’s not just an environmental problem, it’s also a social problem.” The area is seriously overfished, but we cannot let fisherfolk stop fishing otherwise their families would go hungry, shared Dual Story’s Chief Branding Strategist Johanna Michelle Lim who was involved in the business development.
More than meets the eye. The minimalist layout and finely detailed illustrations exist to make the products universally appealing, especially to the Southeast Asian market that would buy abalone and other high-end seafood. The design guides the eye to information that people naturally search for – product qualities, size, brand, and source.
Packaged in strategy. To package the gourmet fish, glass jars were chosen to achieve preserved taste, an extended shelf life of 1-2 months, and a sustainability component unrivaled by alternatives like plastic or metal packaging.
