At the same time, they still wanted to make sure they didn’t lose their loyal customers who account for a large percentage of their business, buying canned tuna on a regular basis.
We retired their bee character, Horatio and replaced him with a lighthouse, symbolizing Bumble Bee as a beacon for its sustainable, delicious seafood offerings. The bold type and strong colors help support this communication.
Typography and colors remain bold and close to the past iterations, but they’ve been slightly adjusted to a communicate a more modern and approachable attitude. The monochromatic wave texture adds depth and sophistication to an otherwise flat color block, that separates easily from the consistent brand block, creating a clear hierarchy of communication.
For the cans, modifications were minimal and pouch packaging changes were more dramatic, but you can see there’s a clear thread of ownable & recognizable brand elements that ties it all together.
Sharp, high-impact photography adds energy and taste appeal to our flavored pouches, making everything look super tasty! On the unflavored tuna cans, the flavor ingredients are replaced by a freshly illustrated tuna, showing source as it appears as though she is swimming through the water wave textures.
