BOM PETISCO
The 19th century marks the origins of the Portuguese canned fish industry, when both fish and canning industries came together in Vila Real de Santo António, Faro, Portugal. For over a century, tuna fishing was concentrated in this are, resulting in canned fish that fed thousands of people around the world.
In Bom Petisco's factory, in Azores, Portugal, skilled hands prepare, cook, preserve and sterilize the tuna. By not using preservatives, this process results in a 100% natural, highly nutritious and flavorful canned fished.
Sustainability plays a huge role in Bom Petisco's values. In order to reduce the human impact on the marine ecosystem Bom Petisco was granted the "Friend of the Sea" status, associated with fishing in the Azores being regulated by strict criteria for the protection of the marine ecosystem.
THE PROBLEM
With a stagnant canned food category, striving to innovate is crucial. Due to the competitiveness of this category, Bom Petisco's design was lacking a spark to differentiate its products within their shelf.
THE SOLUTION
A new life was given to their packaging by creating a cohesive system that could grow with their national brand. JBW improved Bom Petisco's clarity of messaging through visual hierarchy, along with refreshed illustrations and consistent colors for a flavorful shelf presence.
LOGO REDESIGN
Before starting the design phase, it was crucial to decide the appropriate brand attributes that best characterized Bom Petisco's core values.
Sustainability + Premium + Reliability
SKETCHES
The challenge was to create a visual identity that is based on the three attributes selected.
LOGO CONSTRUCTION
FINALIZING THE LOGO
CAN REDESIGN
The packaging redesign maintains the intrinsic qualities that connect customers to Bom Petisco, while developing a brand architecture system that is scalable for a more robust portfolio of products.
THANKS FOR WATCHING
