BexBrands has given the classic brand a makeover that feels effortless:
Bumble Bee Seafoods has been around since 1899, and over its lifespan, has made a few minor changes along the way. With a recent surge of other shelf-stable seafood brands, the iconic tuna brand needed to make slightly more drastic changes to engage new customers. In an effort to appeal to consumers who are interested in sustainable seafoods with more adventurous flavors in convenient formats, they’ve upgraded their packaging.
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. You know, those people who are buying canned tuna on a regular basis. The design firm BexBrands was tasked with giving this iconic brand a facelift. BexBrands 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 messaging. BexBrands kept the typography and colors bold and similar to the past iterations, but they’ve been slightly adjusted to a communicate a more modern and approachable attitude.
