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The MadFish story begins in the far southern reaches of Western Australia where 15 kilometres from the quiet coastal town of Denmark is the picturesque Madfish Bay. According to local folklore, the bay’s tranquillity is broken when two tides meet. The fish confused by this natural phenomenon, can be observed leaping in the air as if in a state of complete madness.
The artwork for the label was originally designed by the late Maxine Fumagalli, a Noongar artist from Western Australia’s Great Southern, who had a deep love for the land and the people of the South-West region.
Her designs reflect the Aboriginal understanding that there is unity between land, sea, stars, animals and people, hence the inclusion of all elements in the label’s design.
The traditional aboriginal water turtle design on the label is a symbol of perserverance and tolerance - no doubt characteristics displayed by the fish in MadFish Bay.