Presque Isle Fish & Farm
A counter catalogue for a fish market
Presque Isle works out of the old Arby's on W 8th, and the counter carries whatever the lake and the boats bring in. Prices live on stickers and change with the catch, so every price on the site is printed beside the number to call.
presqueislefishandfarm.com
Their own
The red is the shop's own and the photographs are the family's, taken on the boat and in the shop. Nothing here came out of a stock library.
Hero lines
Three lines of condensed display type over their own photograph of the lake, above everything else on the page.
Compass mark
The colour was sampled off this compass mark, which is the shop's own logo and sits on every page.
Captioned print
Rods off the stern, shot from the boat. The caption under the print says whose photograph it is.
The claim, three lines deep
The red is theirs
Their photo, captioned
Counters
Twelve counters, one page each, 283 products under them. Prices come off stickers at the counter, so the page carries the number to call for today's price.
Product tile
This tile carries the photograph, the name, the price by the pound and a tag saying fresh, frozen or both.
Red name card
Where there is no photograph the tile prints a red card with the name on it. A missing price says to ask at the counter.
Price note
The note says fresh prices change frequently and that the page may not always be perfectly accurate. The phone number for today’s is printed in it.
Photo, name, price, tag
A card, never a gap
Call for today's price
Fish
234 of those products open a page. Each answers what a customer standing at the counter would otherwise have to ask somebody.
Flavour note
A short note on the flavour and the flake, so somebody choosing between two of them never leaves to search.
Call and directions buttons
The real phone number is printed in the button, and directions sit right under it.
ON THE TABLE list
Meal ideas in the shop's own words, under a heading that reads ON THE TABLE. Nothing here was lifted off a recipe site.
What it tastes like
Call and directions
How people cook it
Week
The shop stays open later on Friday and runs a standing offer on Saturday. Each gets a block of its own, printed with the hours or the price the day actually carries.
Friday block
The one day the doors stay open past the usual closing time, with the menu one tap away.
Saturday block
Its own block, with the hours, the price and what is in the take-home kit written out.
Boiler rental
The day rate and the refundable deposit are printed. The call is to find out whether the one boiler is free that weekend.
Fridays run late
A standing Saturday
Rate and deposit, printed
Impact
Live since August 2026. The shop runs its own prices and photographs, and 234 of the counter products have a page each.
234
Products with a page of their own
293
Price signs read against the shelf
12
Counters, one page each
Products and counters counted off the sitemap, September 2026. The price signs are the ones photographed at the shelf to build the catalogue.
Learnings
Read every sign
Photographing 293 price stickers is dull work, and it is the only reason the site agrees with the counter.
Print a card where a photo is missing
A red card with the name on it reads like a shop. An empty tile just reads broken.
One ground instead of nine
Nine section photographs became one sheet of printed paper, and every seam problem left with them.
MORE WORK