Irresistibles Sardines

Private Brand: Irresistibles
Retailer: Metro s.e.n.c.
Country: Canada
Category: G3. Packaged Goods
Agency: Pigeon Brands


Marie Horodecki-Aymes Director, Design & Packaging, Metro
Eric Gagnon, Design and Branding Creative Direction Manager, Metro
Jessika Neal, Art director, Pigeon
Talyanne Belanger, Designer, Pigeon
Martin Coté, Illustrator,
Marie-Pierre Goyer, Account director, Pigeon


In a convenience category dominated by the traditional colors of the fish market, Irresistibles sardines have been designed to truly stand out on shelf with contrasting dark and bright, popping colors, traceability messages, and a bold engraving style of illustration, bringing a touch of familiarity and tradition. The sardine’s illustrations, the color-coded stripes on the sides, and the product name are bold and disruptive at the center of this design, creating a dominant effect that commands attention, boosts impact on shelf, eases navigation and entices trial of the three varieties – Spring Water, Soybean Oil, and Thai Chili.

On the back of the pack, traceability messaging is a central element to demonstrate the responsible fishing and aquaculture practices, and offer more transparency to the consumer.

All four Metro banners (Metro Quebec, Metro Ontario, Super C, and Food basics) did list the product, making it a success in terms of distribution.

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