Something didn’t smell right. Yes, it was the tuna. 

In 2021, canned tuna saw its worst year ever. Despite being the perfect shelf-stable pandemic food and “tinned fish” emerging as a hot new “cool girl” trend, traditional canned tuna brands faded into obscurity. Bumblebee Tuna knew it didn’t need to just hock a few extra cans this year, they needed to save their category as a whole. 

Our task was to connect the fading traditional tuna market (boomers) with the largest emerging new demographic (zoomers). To appeal to both generations, we reimagined how tuna could present itself through a retro-cool aesthetic. We celebrated the crossover of zoomers’ love for individuality and boomers’ fuck-it attitude by flaunting an unabashed love for canned fish.

I art directed the project and Scott Menzie did the words.