Golden Boy Brand fish sauce label: hi-res photo is from Jenna Osborne’s Forging Health in a Sick World (One Dish at a Time)
A rack of fish sauce bottles. On each label a baby boy holds a bottle of fish sauce with a picture of himself holding the same bottle. Neither the illustration nor the resolution of the printing allow for infinite regression. Still, Golden Boy’s label gives us a little taste of infinity. I count two, maybe three iterations of packaging within packaging.
I’ve been collecting examples of this particular packaging phenomenon since 2008 so I asked her to take a phone picture. (Her photo is the one on the right.)
Tang Heab Seng Fish Sauce Factory Co., Ltd. manufactures the brand. The entire Golden Boy Brand product line is shown below.
While they’ve given their labels a consistent brand identity, their containers are not so consistent. Instead they use hodgepodge of mismatched stock bottles. The company may have fiscally sound and practical reasons for choosing each of these bottles, but the overall effect reminds me a little bit of Peter Cuba’s fictitious Budweiser brand extensions.
But there’s something else, uh fishy about this particular assortment of bottles…