CASE STUDY

The Brief

Safcol engaged us to redesign its core 95g wild caught tuna range, one of Australia's most established seafood brands. The brief called for a full pack redesign, replacing a cluttered, dated design with a clean, contemporary system across six variants (Springwater, Olive Oil Blend, Tomato & Onion, Sweet Chilli, Lemon Pepper and Sandwich Tuna), premium and natural in feel, with the brand's wild caught and sustainability credentials given proper prominence on shelf.

C H A L L E N G E S

Cutting through a busy, water, bubbles and fish pattern background competing with the brand name and product claim.

Creating instant flavour navigation across six variants without relying on fine print.

Elevating "Wild Caught" and MSC certification so they read as fact, not decoration.

Balancing a premium, contemporary look with the everyday accessibility tuna shoppers expect.

S O L U T I O N S

We repositioned Safcol around its core credential, "The Seafood Experts," rebuilding the pack from the ground up.

Replaced the busy wave and dolphin pattern with a bold flat 'ocean blue' field, claiming blue as Safcol's own, a deliberate point of difference against John West's green and Sirena's yellow.

Introduced a bolder colour coded band across the base of each can, light blue for Springwater, olive for Olive Oil Blend, red for Tomato & Onion, pink for Sweet Chilli, yellow for Lemon Pepper and green for Sandwich Tuna, so shoppers can find their variant from every angle.

Cost-effective in-house product photography for each variant, refined with AI assisted retouching, lifting the pack to a more premium standard.

Results

The redesigned range delivers immediate shelf standout and far simpler flavour navigation than the previous pack. The 'ocean blue' creates a refreshed Safcol pack that now is deservedly re-installed in Woolworths.

The project shows how a considered packaging redesign, carried through into an integrated launch campaign, can modernise a long standing seafood brand without losing decades of trust. The finished range feels cleaner, more contemporary and more authentic, with a premium, natural quality that lifts Safcol above a commodity tuna can.

To launch the new packaging, Safcol also engaged us for the launch campaign, built around the line "Trust the Experts." New coastal hero photography was paired with the range's blue typography and branding across 30 oOH billboards, Woolworths Cartology, Woolworths in-store POS, and Meta social media creative, in both static and video formats.