With this project I was given the task to design a label for a company that sells fish food, "Fishin Chips." I thought to myself, "How would I design a design a fish label?" After a few hours of deep thought and many different concepts, I came to a style I liked alot, using a cartoon fish as a hero for the label, using scales as a background texture, as well as contrasting colors between the foreground and background. The target audience I was appealing to was a younger, more child oriented crowd, whom I thought would be most likely to use the product. This is why I chose a playful typeface versus a more serious one and then made it a little more styled than the original was. Overall I fell very confident in the success in the final product and decided to call it a day.