Bumble Bee
Seafoods
Headquartered in San Diego, California, Bumble Bee Seafoods is the leading producer and marketer of premium seafood in North America and one of the top 10 global branded seafood companies. In the U.S., they hold the number one position in the premium albacore category.
Having been a company since 1899, Bumble Bee Seafoods has established an enormous consumer base of brand loyalists, so you can understand their hesitation in making radical leaps with their brand identity over the years. However, with a recent surge of competitive brands in the category, the company decided it was time to shake things up.
On a mission to engage a new generation of seafood lovers, Bumble Seafoods challenged BexBrands to lead the charge on the company rebrand — starting with one of their newer, more innovative products, their on-the-go flavored tuna pouches.
Services:
Brand Identity + Packaging Design
Role:
Art Director + Senior Designer at BexBrands
Before
After
With the need to quickly communicate the sea-forwardness of the brand for new consumers, we added “Seafoods” as the brand’s SOI, and replaced their previous bee with a new, but equally ownable mark. The new logo features a lighthouse with an overarching life tube that houses their new tagline: “Bee Well For Life” — which nods to the healthy and sustainable seafood options Bumble Bee provides.
The vast majority of brands in the seafood pouch category show their product photographed on the outside of the pouch. However, tuna fish is a notoriously hard product to amplify taste appeal through photography. To help differentiate Bumble Bee from the trend, our approach was to celebrate these 9 individual flavors through the marriage of beauty shots (featuring only their specific flavor-forward ingredients) with playful sea-side inspired typography proclaiming their names.
Awards
Since rebranding, Bumble Bee has had an overwhelmingly positive response from consumers, and raised a bunch of eyebrows in the Branding and Packaging Design industry.
Graphic Design USA Awards
2020 American Package Design Award Winner
NOSH.com’s “Best Of” Awards
Best New Packaging Re-Design of 2020