This range of fish crisps is a new kind of a product for the Latvian market. Fish-skin jerky, dried in a special natural way and high in valuable energy, is meant to appeal to men in particular as a beer snack. The main features of this product led to a choice of contrast and boldness in the packaging design. Due to a limited budget, pre-manufactured kraft paper bags and transparent labels were chosen. The natural texture and unbleached brown colour of the paper bags reinforce the product’s main value – natural ingredients without preservatives. The colourful beer mugs visualise the difference between flavours.