To make canned sardines a premium culinary experience by celebrating their rich cultural roots, offering high-quality flavors, and appealing to sustainability-conscious consumers—brought to life through a vibrant brand design that reflects Filipino heritage, authenticity, and a bold visual identity.

Eat Deens is a premium sardine brand rooted in rich culinary traditions from the Philippines, Spain, Portugal, and South America. Inspired by the vibrant heritage and timeless appeal of sardines, Eat Deens challenges the perception of canned fish as merely budget food. Instead, it presents sardines as a gourmet experience—nutritious, flavorful, and sustainable.

Operating primarily as a DTC (Direct-to-Consumer) brand in New Zealand, Eat Deens focuses on urban centers and conscious consumers who value quality, authenticity, and sustainability.

Every can of Eat Deens tells a story—from the sunlit coastal waters where the fish are sourced to the dinner plates of modern food enthusiasts. With a playful yet sophisticated personality, Eat Deens celebrates dining moments, whether it’s a quick snack or a luxurious meal.

The brand’s visual identity, including its logo and illustrations, captures this essence with cultural symbolism, warm tones, and a contemporary design approach. Through social media platforms like Instagram and TikTok, Eat Deens engages with its audience by sharing recipe ideas, brand stories, and behind-the-scenes glimpses into its world.

Logo Design

Color Palette

Typography

Illustration Assets

Marketing Materials

Packaging Design

Brand Designer, Illustrator

Making of the logo.

The illustration style for Eat Deens is a vibrant celebration of Filipino heritage, deeply rooted in culture, tradition, and authenticity. Bold, colorful palettes inspired by the tropical landscapes of the Philippines—lush greens, warm sunset oranges, ocean blues, and bright yellows—bring every visual to life.