Wish Dish

Packaging Desing

Year

2018

Client

Wish Dish Sp.z o.o.

Project Type

Branding, Packaging Design

Role

Lead Designer

Packaging design for Wish Dish featuring a fresh fish head, cooked fish fillet with basil leaves, and seasoning ingredients on a white wooden background.

Project Overview

About Project

The packaging design for Wish Dish, a producer of ready-made fish dishes, involved creating a comprehensive branding concept and designing packaging that would make the products stand out in the market while highlighting their freshness and high quality.  As part of the project, professional product photography was also carried out to emphasize the appealing appearance of the meals and their ingredients, aiming to attract consumer attention and strengthen the marketing message. The packaging was designed with both functionality and aesthetics in mind, resulting in a unified concept that effectively promotes the brand on store shelves.

Objective

A key element was developing a cohesive visual identity that communicated the natural and healthy qualities of the dishes.

My Role/Responsibilities

Logo Design, Packaging Design


Logo design and dimension guide showing two fish-shaped 'Wish Dish' logos, one with text 'Wszystkiego dobrego!' below, and a circular badge version with scalloped edges and 'Wszystkiego dobrego' text around it.
Two brown circular logos with scalloped edges labeled 'Labraks' and 'Dorada Królewska' featuring fish icons and measurement lines around the designs.
The Structure

We focused on organizing content into a clear and logical hierarchy. The goal was to make navigation intuitive, ensuring users can quickly find what they need. We mapped out main sections, subpages, and user flows to create a seamless and engaging browsing experience.

Product labels for 'Labraks' with white wine olives and 'Dorada Królewska' with basil and pesto, with information on natural fillet and contact details for Wish Dish Sp. z o.o. in Katowice.
Customer Journey

We analyzed each stage of the user’s interaction with the product — from first contact to final engagement. This helped identify pain points, motivations, and opportunities to improve the overall experience, ensuring every step feels smooth, intuitive, and meaningful.

Two packaged fish fillets, one labeled Dorada Królewska with pesto and basil, the other labeled Labraks with slices of lemon and black olives.
Packaged Dorada fish fillets with basil and pesto, showing fish head image, fillet image with basil leaves, and product branding in Polish.
Packaging design for 'Dorada Królewska' fish fillets in basil pesto sauce, featuring a whole fish head on the left and a cooked fish fillet with basil leaves on the right.
Package of Labrax sea bass fillets with olives in white wine, featuring image of a fish head, fillets garnished with olives and parsley, and a lemon slice on a white wooden surface.
Package of 100% natural sea bass fillets with olives, capers, and white wine, showing fish head and fillet with lemon and black olives on white wooden background.
Products Photography

A dedicated product photoshoot was arranged to capture high-quality images tailored specifically for the packaging design. Each scene was carefully composed to match the visual style and layout of the package covers, ensuring consistency and a cohesive brand presentation.

Whole fish with the middle section filleted, garnished with basil leaves, placed on a white wooden surface with scattered peppercorns, bay leaves, and a fork and knife.
Raw whole fish on a white wooden surface with a slice of creamy topping garnished with black olive slices, surrounded by black olives, parsley leaves, capers, lemon slice, and a fork and knife with wrapped handles.
Two white folded packaging bags with printed text and images of fish on a white wooden background.
Flat lay of branding materials for Wish Dish including a letterhead, business cards, paper bag, stamps, a pencil, a stapler, and product labels featuring fish images on a wooden and white surface.

Project status

Project is live!

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