PACKED LIKE SARDINES: WHEN FISH AND PEOPLE ARE WAY TOO SIMILAR
The idea for this package originated from the Russian idiom "Packed like herrings in a barrel", which is comparable to the English idiom "Packed like sardines". We decided to take a step away from the familiar traditions of decorating canned fish and to add humour into packaging design of a well established and widespread product.
This idiom is applied to spaces excessively crowded with people, having the same meaning both in Russian-speaking countries and in countries where English is native. Typically, it refers to the public transport, and that is why we chose the shape of a can, which resembles the shape of a bus. Look carefully – this little bus carries colourful characters who get involved into amusing stories. It is not just a tin can but also a small comic strip, which will most likely be continued.