In the wake of the tinned fish “fishfluencer” boom, Wildfish Cannery wanted to establish a clear brand voice that solidified their position in the market. That position? People who touch fish, not phone screens.

They were here before the tinned fish trend, and they’ll be here after. Still touching fish. Still not using co-packers. And still meeting the same local fisherman on the same local docks to trade fresh catch for cooked cans. They didn’t set out to be the face of the Alaskan canning industry—but here they are. And they’re damn proud of it.

To reflect that pride, I helped them develop a new, rock-solid voice and tone guideline. And this “About us” page sums it up perfectly.