Widarto Impact, led by Creative Director Eko Widarto, redefines the humble sardine with Canny Sardines, a bold transformation of a classic pantry staple into a modern lifestyle brand. Designed to resonate with Gen Z and Urban Millennials, Canny Sardines leverages vibrant design, thoughtful storytelling, and strategic insights to align with the evolving preferences of today's consumers.
At its core, Canny Sardines challenges traditional perceptions, repositioning sardines from a functional, utilitarian product into a stylish, aspirational choice. The name Canny, derived from the idea of intelligence and practicality, reflects the brand's ethos of offering smart, reliable solutions for health-conscious and time-sensitive individuals. It's a name that embodies youth, energy, and confidence, making the product instantly memorable and relatable.
The visual identity centers on a custom logotype crafted in Espiritu, a typeface that strikes a balance between heritage and modernity. Its sharp serifs evoke trust and tradition, while its clean proportions lend a contemporary edge, ensuring the logo is bold, timeless, and instantly recognizable. This visual foundation reinforces the brand's ambition to honor its origins while embracing the needs of a younger, design-savvy audience.
The packaging design reflects the bold flavors and vibrant ingredients of the product, using a striking palette of Fiery Red, Deep Red, Spicy Red, and Tomato Yellow. These colors create an energetic and inviting visual language, signaling freshness and quality. The design combines playful, flat graphic illustrations of sardines, tomatoes, and herbs with subtle botanical details, bridging pop culture aesthetics with classic culinary elements. This seamless fusion ensures the product feels both aspirational and approachable, resonating with consumers' practical needs and aesthetic tastes.
Key nutritional benefits, such as being rich in Omega-3 and a source of protein, are prominently displayed on the packaging, addressing the health priorities of today's consumers. To enhance engagement, a QR code connects shoppers to recipes, brand storytelling, and sustainability practices, transforming the packaging into an interactive gateway. This integration reflects the tech-savvy habits of Gen Z and Millennials, ensuring the brand remains relevant and connected in the digital age.
Canny Sardines also aligns with broader consumer trends, addressing the growing demand for health-conscious products and sustainability. Studies reveal that over 70% of Millennials and Gen Z actively seek products with clear health benefits, while more than 60% prefer brands with eco-conscious values. By tapping into these trends, Canny Sardines demonstrates how even the most traditional categories can be redefined to meet modern expectations.
This project represents Widarto Impact's commitment to transformative design thinking, showcasing how strategic branding can breathe new life into everyday essentials. By bridging tradition and innovation, functionality and desirability, Canny Sardines stands as a blueprint for how brands can engage with today's consumers while paving the way for long-term growth.
Under the leadership of Eko Widarto, Canny Sardines is more than just a product; it's a brand that inspires, connects, and redefines what is possible in the FMCG industry.
Client
Canny
Industry
Food & Drink
Services
Brand Strategy
Brand Naming
Brand Identity
Packaging Design