world-building, Bon Iver and the tin of salmon that made me look twice
a quiet lesson in care, character, and creativity.
I happened to walk past a record store on the morning that Bon Iver’s new album SABLE, FABLE launched - there was a huge line down the road, so long that I asked someone in the queue why they were lining up wondering if it was a hot new brunch spot I should join the back for.
It wasn’t for coffee - it was for a physical copy of the vinyl. Of an album you could already stream in full. It felt like a small, analogue moment of cultural magic - proof that consumers want to connect. Not just listen to the songs.
And then I came to the salmon.
No really. As part of the release, Bon Iver partnered with cult tinned fish brand Fishwife to drop a limited-edition tin of smoked Atlantic salmon. It sounds like a novelty. But it wasn’t treated like one. The design was meticulous. The inside label carried a poem. And the tin formed part of a wider drop - including incense made to smell like a lake cabin in winter, biodegradable tote bags, and small-format listening lounges set up in florists and print shops across the US.
This wasn’t just a campaign. It was a world. Built softly and slowly, but with unmistakable care.
I’ve been listening to the album and thinking about it ever since - here’s what I think brands can learn from Bon Iver’s new album launch:
Image: Fishwife x Bon Iver Salmon
The power of palette
Salmon - the hue, not just the fish - is central to this collab and the visual identity hinges on the shade. It’s the colour of the tin, the album art, the merch, the mood. It’s warm, offbeat, alive. And that’s no accident. “It’s the colour of life,” said Justin Vernon (Bon Iver)
Brands have long understood the power of colour. Think Glossier pink, Blank Street mint green, Bottega bright green, Acne blush, Tiffany blue. When you own a colour and wrap your world around it, you don’t just build recognition - you build emotion. That’s what this collab does. It uses colour as shorthand to build the vibe.
The mistake I think some brands make is too easily getting bored (internally) of your brand palette, remember that most people don’t see every post, email, and asset. Consistency builds trust. Repetition builds recognition. If you want to evolve, consider introducing seasonal guest palettes, or using a limited collaboration to experiment - without sacrificing your visual identity.
Odd in the best way
On paper, a Bon Iver-branded tin of fish sounds ridiculous. But this felt like a collectible - a tactile, design-forward expression of the album’s mood. It didn’t chase virality. It didn’t lean on irony. It took something unexpected and treated it with care.
The collaboration worked not because it was obvious, but because it was in character. Sustainable. Beautiful. Odd in the best way. From the box to the poem, every detail felt intentional. It’s the kind of collab that makes people pause and say, “Wait, what?” - and then want it. Even me. And I don’t even like salmon.
Brands don’t have to stay in their lane. But they do need to stay in character.
Zooming out: why this isn’t just about salmon
This collab isn’t just a quirky one-off. It taps into a much bigger shift - one where food, design, fashion, books, hobbies and music are folding into each other. A few macro trends at play:
The rise of artisanal products – Tinned fish is having a cultural renaissance. It’s no longer survival food relegated to the back of the cupboard - it’s luxury. It's design-forward, dinner-party-worthy, and increasingly treated like good wine or cheese.
Food as Collectible – From hot sauce, to pickles to branded beans, food is becoming merch. We’re seeing the rise in limited-editions. It’s aesthetic. And it sells out fast.
The Shoppy Shop Aesthetic - stores that are hyper curated (& usually expensive) but (to me) irresistible - they are deisgn led from the interior to the product packaging (Suprette in Islington is a great example). This is about retail as culture and culture as retail.
Cross-Industry Collabs – We’re seeing a new wave of collaborations that aren’t about reaching “everyone,” but about reaching the right niche and getting people excited. Music x food. Books x wine. Fashion x interiors. Luxury fashion x Diners. It’s about creating something unexpected.
So why does this work & what can brands take from this?
This was an unusual launch. But it was also quiet, grounded, and cohesive. It didn’t shout to be heard. It trusted people to lean in. It’s human. Understanding that audiences don’t want more ads - they want more art.
The reason it works isn’t because it was unexpected. It’s because it was so clearly intentional. Colour, scent, sound, setting - every element belonged. That kind of detail builds meaning, not just hype. This is where all your teams need to come together. Your marketing efforts need to play from the same record. Every team, every element - in tune, on tempo, building the same emotional tone in other words you need to be integrated.
World-building doesn’t have to mean building a huge universe. Sometimes, it’s as simple as putting care into it. Making sure every part - even a tin of salmon - helps tell the same story. It’s a blueprint for how brands can launch something new by creating culture and a world around it - not just content.
Brand Takeaways
Own a colour. Think about hue as a brand asset.
Don’t limit yourself to your category. Look outside your vertical for partnership inspiration and tie it into your campaign.
Think multi-sensory. What does your brand sound like? Smell like? Taste like? The most powerful campaigns often engage more than one sense.
Make physicality feel premium. Whether it’s a tote, a tin, or a vinyl — the item itself matters. Design it like it belongs on a shelf or in a gallery.
Build a world, not just a product. This album came with a whole universe - listeners were invited to enter it, not just consume it.
talks a lot about world building on her TikTok and newsletter.
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So many brands miss “putting care into it” and that’s why their attempts at world-building come off as gimicky. Loved this take!