It’s still up for debate whether or not Millennials and Gen Z ruined tinned fish for the rest of us (and by “us,” I mean me and my regular WFH lunches of cheap kippers), what with all the sky-high prices on some of these upstart brands like Fishwife. Of course, that might be all the greedflation talking. No, smoked rainbow trout isn’t the same thing as, say, Trader Joe’s “wild caught” sardines, but you get the point—these dollars need stretching. Just don’t come for my pickled herring, please.
Nevertheless, I can’t quit my canned fishies, and likely, our readers can’t either, as our May 2024 Pack of the Month, Wildfish Cannery. The rebrand, courtesy of Young Jerks, delivers a timeless design with gorgeous type and a “W” comprised of two kissing salmon. What’s more, this classic design looks like it’s been hanging out in your folks’ pantry since they moved in. And I mean that in the best way possible, as it feels like a snacking staple that’s been hanging around for eons.
We spoke with Young Jerks founders Dan Christofferson and Dan Cassaro about building a cupboard staple meant to last and not being too “vibey.”
