The design of "Fisj", by Simen Wahlqvist, is done in such a way that the viewer instantly gets the concept without even having to read the text on the package. The visual of the tin opener shaped like a hook tells a story without using words at all, instead it alludes to how the product got from the sea, to the supermarket shelves and eventually onto a slice of bread.

Fisj is a conceptual brand made in august of 2014 by graphic designer Simen Wahlqvist. It is a brand that makes canned fish spreads for bread. There are 6 differents varieties and tastes and they all share the same visual aesthetics. The concept for the product came about because of the fact that there are not really that many brands that stick out in this genre of spreads.