Bumble Bee
Bumble Bee Seafoods, established in 1899, has seen minor changes throughout its history. However, with the recent influx of other shelf-stable seafood brands, the company recognized the need for more significant updates to attract new customers who prefer sustainable seafood options with exciting flavors in convenient packaging. While the modifications to can designs were subtle, the changes to pouch packaging were more pronounced, yet the brand maintained a cohesive and recognizable identity throughout. Bumble Bee aimed to retain its loyal customer base, which makes up a significant portion of its sales from regular canned tuna buyers. The brand retired its bee character, Horatio, and introduced a lighthouse as a new symbol, representing Bumble Bee as a guiding light for its sustainable and tasty seafood products. The use of bold typography and vibrant colors further enhances this messaging.
**Deliverables:** Brand Identity, Packaging Design, Copywriting, Photography, Art Direction
**Recognition:** 2021 GDUSA American Package Design Award; 2020 NOSH Best New Package Re-Design; 2020 Creativity International Awards; 50th Print & Packaging Design Awards, Silver; 2020 Graphis Packaging Design Awards, Bronze; 2020 Packaging of the World.