Fish On

THE CHARM OF FISHING.

“The charm of fishing is that it is the pursuit of what is elusive but attainable, a perpetual series of occasions for hope”.

-John Buchan

The Patron saint of LAB is a fish.

(We know this is insane, but there is a Reasonable explination.)

Michael discovered the LAB mackerel while working on a Chef Thomas Keller project. This little fish sparked a conversation about how something so simple can become so transformative. The proof to our internal debate was resolved when a chef, some hand harvested sea salt, a smoker and with one little fish created a Michelin star worthy meal.

There was a lesson in this moment of culinary delight - sometimes simple and smart yields the best result.  

This was the start of how we came to understand where life meets branding.