Whole Foods has launched its first co-branded merchandise collection with cult tinned-seafood brand Fishwife. The colourful regenerative-cotton bags come in three sizes, including a miniature tote designed to carry a single tin of fish and perhaps a lemon.

The collaboration reflects the growing “Kitchen Couture” movement, in which food brands become expressions of personal identity and aesthetic taste. With their bold illustrations and playful proportions, the totes show how excellent packaging and branding can transform an everyday pantry product into a small cultural object.

Read the story in Good Housekeeping