Chesil Smokery

Mark Firth and his team at Chesil Smokery make very good smoked fish and seafood in Bridport, west Dorset, using their own kilns. My job was simply to taste the product and write pack copy. Tough gig.

I wanted to use the space on front of the packaging to get people’s juices flowing and show how easy it is to use Mark’s superior smoked goodies to throw together a quick but delightful supper. I had the idea of creating a verbal version of a lifestyle photograph. I developed a tone that was straightforward yet evocative, refined yet slightly cheeky. A bit like Mark.

Tone of voice | Pack copy

Design: big fish®

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Package of smoked fish with a label featuring a fish illustration and a poem about gravadlax, from Chesil Smokery in West Dorset.
Packaging of smoked mackerel with a label that has a fish illustration and reads: "Traditionally cured Dorset oak hot-smoked mackerel. A lemony mayonnaise? A glass of montagn? Oh, go on then." The brand name is Chesil Smokery, West Dorset.
Golden foil packaged smoked salmon from Chesil Smokery West Dorset with a brown label featuring a fish illustration and a poetic description about cured Dorset oak hot-smoked salmon.
Packaged smoked venison loin with gold-colored wrapping and a beige label featuring a deer logo and description texts about Dorset oak smoked venison, produced by Chesil Smokery in West Dorset.
Vacuum-sealed packages of smoked chicken breast inside a shiny gold bag with a brown label, featuring black text and a chicken illustration.
An illustration of a fish with a dark, speckled texture at the top. Below the fish, there is a poem about smoked cod's roe and sourdough toast in purple and black text.