Mitch’s
catch

Infographic Map for Brand Identity

Mitch’s Catch is a Vancouver-based, women-run seafood company delivering sustainably caught, sashimi-grade tuna directly from the boat to table.

A custom illustrated map was developed to communicate sourcing and geography within the brand, functioning as an infographic that shows exactly where the fish is caught. It grounds the identity in place, mapping the origins of the catch across packaging and digital applications.

Map of the Pacific Northwest region showing the cities of Vancouver, Victoria, Seattle, and Portland, with illustrations of mountains, forests, a lighthouse, whales, fish, boats, and outdoor activities.

The Brief

Reposition the brand to feel trustworthy, contemporary, and grounded in its sourcing, while appealing to an audience that values quality, storytelling, and transparency in their food.

The map was developed to clearly communicate where the product comes from — translating geography and sourcing into an accessible visual format. It functions as a clear reference point for customers, reinforcing trust in the brand’s local sourcing.

Designed to extend across packaging and digital applications, it needed to maintain clarity while supporting the broader identity system.

Map of the Pacific Northwest showing locations in Washington state, including Vancouver, Victoria, Portland, and Seattle, with illustrations of mountains, trees, bears, whales, boats, and fish.
A group of six women in casual outdoor clothing posing for a photo inside a rustic setting, with an industrial background and a colorful map poster on the wall.

The Concept

The map draws from the geography and ecosystems of the Pacific Northwest, using a dense field of illustrated elements to reflect the richness of the region and the activity surrounding the catch.

Fishing boats, marine life, coastal landmarks, and human presence are layered throughout the composition — balancing clarity with detail to create a system that feels both informative and exploratory. The approach merges infographic structure with a more expressive visual language, allowing the map to communicate sourcing while maintaining a sense of character and place.

Rather than functioning as a literal geographic rendering, the map is selectively constructed to emphasize key regions and moments within the supply chain, prioritizing legibility and storytelling over strict accuracy.

Illustration of various animals and nature scenes divided into four sections: group of orange and green fish, two bears, a whale, and mountains with trees.

Building the System

The map was designed to function across packaging and digital applications, requiring flexibility in scale and use.

The full illustration communicates a broader sense of place, while cropped sections and individual elements — such as the fish — are used across packaging and the website. This approach allows the map to adapt to different formats without losing clarity or character.

Consistency is maintained through the illustration style and geographic structure.

A closed pizza box with green fish and fishing hook illustrations on a rustic brown surface, set against a light blue background. 
Packaging design by Carter Hales Design Lab,  Illustration by Tatiana Hoecklin

The Outcome

The map was integrated across packaging and digital touchpoints, supporting the brand’s emphasis on local sourcing and transparency.

As part of the broader identity, it adds a clear sense of place and reinforces the connection between product and origin, contributing to a more engaging and informative customer experience.

A colorful map of the west coast of North America featuring locations like Haida Gwaii, Vancouver, Victoria, Portland, and Newport, with illustrations of outdoor activities, mountains, and trees. In front of the map, there is a blue wooden counter with bottles labeled Mouth Mitch. To the left, there's a hand sanitizer bottle and a small wooden block. Behind the counter, there's a mirror reflecting part of the area, including a person sitting at a desk. 
Brand identity by Carter Hales Design Lab in collaboration with Redshift Collective, Illustrated Map by Tatiana Hoecklin

Reflection

Designing with illustration as an informational tool requires clarity in both content and composition. Each element must balance visual interest with legibility, ensuring the information remains accessible at different scales.

When treated as a system rather than a static asset, illustration becomes a powerful tool for both communication and identity.

Colorful illustrated map of Burrard Civic Marina and surrounding areas, featuring water, a boat, fish, streets, and nearby islands.
Illustration of various fish swimming in a horizontal line.

Browse Other Work

Billboard advertising design and technology, featuring digital artwork of cartoon characters, buildings, a book shelf with books, a bottle, and colorful text highlighting design disciplines such as interior, graphic, fashion, and 3D modeling.

Visual college of art & design

A podcast or interview setup with a marble table, pink chairs, two microphones, and headphones. There is a neon sign that reads 'Confessions of a Makeup Artist' on a dark background with red curtains, flowers, and books in the background.
A person holding an open magazine or booklet with one page displaying black-and-white headshots of people and text, and the other page featuring an illustration of a person surrounded by small eye illustrations with the title 'Sense & Sensibility' in cursive.

Sense & Sensibility

Confessions of a Makeup artist