But the packaging is absolutely gorgeous.The indie folk band Bon Iver is known for doing things differently, and their latest album rollout for SABLE, fABLE is no exception. Moving beyond standard merchandise like t-shirts and vinyl records, the band has unveiled a truly unexpected collection of items. This includes specially designed flower bouquets, custom tattoos, and the standout item—official Bon Iver tinned fish.
This strange yet delightful partnership with the sustainable seafood company Fishwife results in sleek little tins of smoked salmon. The product feels like a perfect fit for the indie scene: stylish, a little sophisticated, and just the right amount of quirky.
While the concept is certainly unusual, no one can deny the stunning visual design of the packaging. It’s mouthwateringly beautiful, featuring custom artwork that ties directly into the album’s aesthetic, giving it a high-end, custom feel. With this launch, Bon Iver isn’t just releasing music; they’re creating a multi-sensory experience that breaks all the conventional rules.
If you appreciate great design, you’ve probably noticed that tinned fish is having a major moment. What was once a simple pantry item has been elevated into a collectible art piece. The Fishwife x Bon Iver collaboration is a prime example. The exterior box comes in a sophisticated salmon pink color, adorned with beautiful illustrations. Inside, the tin sits against a matte black background featuring a cozy illustration of a log cabin—a known Bon Iver motif—creating striking visual contrast.
Fans on social media are equally captivated and confused. One Instagram user declared, “This is the sexiest possible brand partnership what on earth,” while another joked, “Babe wake up the long awaited and feverishly anticipated Bon Iver fish dropped.” The general sentiment, however, is one of amused approval, with one fan perfectly summing it up: “This is a crazy collab and honestly… I’m here for it.” It seems that by thinking outside the box, Bon Iver has created a uniquely memorable brand moment.
