Our first dip into the world of John West, they originally came to us with a brief to create a fresh identity for their new ‘enriched tuna’ range.
Targeting the time poor, yet health conscious consumer, the range needed to instantly communicate the benefits of each product through clear messaging whilst still feeling natural and nutritional – not cold and medicinal. Plus it was important to make sure the products would appeal to a creature of habit as an obvious trade up from the usual core offer.
But how do you create a distinct new product line without watering down the John West people know and love? Well, it’s all about balance.
We chose to feature the John West wordmark proudly on the can alongside the prominent ‘+’ device to clearly signify the added benefits of the products. We kept the fish too, developing the illustration style whilst adding some warmth and joy to the colour palette to really make a splash.
Packaging wise, we decided against a plastic film in favour of a smarter, more sustainable cardboard sleeve.
Launched as a range of three products (Energy, Heart and Immunity), this functional fish is on supermarket shelves now.