BexBrands on 02/14/2020
Bumble Bee Seafoods has been around since 1899 and over its lifespan has made minor changes along the way. With a recent surge of other shelf-stable seafood brands, they needed to make slightly more drastic changes to engage new customers, who are interested in sustainable seafoods with more adventurous flavors in convenient formats. 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.