Details
The project brief was to select an existing product with excessive packaging and redesign it using recyclable materials and efficient structural solutions to reduce waste. Alongside the packaging redesign, a new brand statement was developed to reflect Bumble Bee’s updated mission and vision.
Bumble Bee Canned Fish targets working adults and students aged 20–60 who seek convenient meal ingredients and value sustainability and design. Unlike its competitors, Bumble Bee offers a more environmentally responsible packaging solution, improved leftover storage through reusable glass jars, and a modern, refined visual identity.