Fitzgerald Fishery was inspired by my own life experiences growing up in Wisconsin. Wisconsinites are very proud of their brands and will support them to the enth degree. The goal was to create a brand that felt familiar to someone from Wisconsin. Given the rich historical contexts of Wisconsin, these packages were inspired by different packages of the 19th and early 20th century while still retaining a touch of modernity and a sense of human touch, with the marine species illustrations done in brush pen.