When a brand is rooted in its name, and has been known for its packaging for over 20 years, a rebrand doesn’t happen lightly. Chicken of the Sea recently worked with Little Big Brands to design a new packaging system that reflects a more modern approach.

The refreshed mermaid character pairs beautifully with the splashy color palette and chunky, rounded, yet legible typeface. With a storybook-inspired illustration style, this brand allows canned tuna’s perception to feel more enchanted than one might’ve previously thought possible.