Best Packaging Design

Bumble Bee Seafood

Iconic tuna brand Bumble Bee gave its classic packaging a modern update this year. Alongside design partner BexBrands, the company adopted bolder colors on its packaging and retired its bumble bee mascot, Horatio. With a new lighthouse logo lighting the way, the company aims to highlight flavor, nutritional benefits and focus on sustainable fishing. It’s a fresh start for the brand, which has faced financial challenges over the past few years. If it’s an indicator of where the company is headed, then it’s a good sign for how this classic brand can find relevance for a new generation of shoppers.