Friday Likes 245

We start with some minimalist work and work up to some rather exuberant executions with work from Porto, Gothenburg, and Salt Lake City. Hardy by This is Pacifica Hardy is a third-generation family business in Portugal that specializes in cold smoked salmon that they make available for sale on their website and select restaurants and retailers. The identity, designed by Porto, Portugal-based This is Pacifica, centers on a cool, modern abstraction of a salmon hanging to smoke combined with a wild, hard-edged wordmark that make for an unexpectedly fun combination. The logo spans the length of the packaging with the lines inside cut out to see the product and an orange ribbon completing the loop of the logo. The use of materials, from the corrugated board to the tissue paper to the orange and