How a Sardine Trend Report Changed Everything

I never planned to become a greeting card maker. But then again, the best things in life rarely go to plan.

It all started when I was doing something very unglamorous — scrolling through a long, dense trend report. As an artist, keeping up with what's trending is a huge part of the creative process. You need to know what's resonating with people, what colours and styles are capturing imaginations, what's going to feel fresh and exciting in the months ahead.

Most of the time, trend reports are just that — reports. You read, you note things down, you move on.

But this time, something stopped me.

Sardines. Of all things.

There it was — sardine illustrations were having a moment. Bold, colourful, slightly retro sardine imagery was popping up everywhere in design and art. And something about it made me pick up my pen.

I started sketching a sardine — just as a funny birthday card idea. A little sardine in a tin, wearing a party hat, sipping a drink. And the words? "Let's Shellabrate."

I know. I know. It's terrible. It's perfect. 

The card that started it all

Around the same time, a friend came to me looking for a birthday card — specifically for a child's 4th birthday. She asked if I had anything for kids.

I had exactly one card. That sardine. That ridiculous, wonderful, hand-drawn sardine sipping a drink in a tin with a party hat on.

She loved it. Her friend's daughter loved it. And something clicked for me in that moment — this silly little card I'd sketched on a whim had made someone genuinely happy. That felt like something worth exploring.

Down the rabbit hole

After that, I started exploring more illustrations and ideas. And that's when I found a class specifically about tin-shaped cards — the whole process, from concept to finished card.

I signed up immediately.

That course is where everything came together. I learned the full process: starting with a pencil sketch, inking the illustration by hand, and then carefully cutting each card into that signature sardine tin shape. Every step done by hand. Every card completely unique.

From one card to an obsession

One sardine tin card turned into many. I started experimenting with new illustrations, colours, messages, and designs — each one more playful than the last. I was drawing every spare moment I had. Learning new lettering styles. Playing with colour combinations. Watching tutorials at midnight.

Every card I made taught me something new, and I couldn't stop.

My friends started asking for cards. Then strangers started buying them. And now here we are.

What's next

My sardine tin card collection is growing every single day. Some of my designs have even turned into wall art, which I'm now selling in local shops — and I'm working on bringing them online too.

This blog — Behind the Fins — is where I'll share it all. The new designs, the behind-the-scenes moments, the creative process, the wins, the experiments, and everything in between.

I'm so glad you're here for it. 🐟

— Romy x