pajta

Pajta is a premium canned seafood brand born from the port of Paita, Peru. Its goal is to turn canned fish into a desirable, collectible kitchen staple (open. eat. repeat.), far from the category's usual nostalgic look. Fine dining in a can.

For Pajta, we led the naming, branding, and packaging design, building a modular visual system: a "classic label" inspired logo, a South America–rooted color palette, and, for each product, fish illustrations paired with a dedicated pattern inspired by the Peruvian blankets once used by early night fishermen to stay warm at sea.