Bumble Bee Seafoods has been around since 1899, and over its lifespan, has made a few minor changes along the way. (…) 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.
(…) The design firm BexBrands was tasked with giving this iconic brand a facelift. (…)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.
Bourton Base and BeachBar are the main typefaces for packaging, paired with a few more fonts.