Fowler’s, a heritage Australian tuna brand with 90+ years of maritime tradition, faced declining shelf presence in an increasingly crowded premium seafood market. Their classic packaging felt dated against modern competitors, and younger demographics weren’t connecting with the brand’s rich fishing legacy.

Our mission:

• Revolutionize packaging design to capture premium market positioning
• Bridge generational gaps while honoring maritime heritage
• Create experimental formats that drive trial and social sharing
• Expand into Asian markets with culturally adaptive packaging solutions

Fowler’s strength was its authentic story — we transformed that narrative into tactile, experimental packaging that made every can feel like a discovery from the depths.

Key strategy elements:

• Maritime-Inspired Experimental Design
  Developed a modular packaging system using ocean-depth color gradients, embossed wave textures, and sustainable cork details that referenced traditional fishing floats. Each product line represented different ocean depths.
• Interactive Unboxing Experience
  Created limited-edition gift sets with pull-tab mechanisms that revealed fishing facts, sustainability stories, and QR codes linking to documentary content about the fishing crews.
• Cultural Market Adaptation
  Designed region-specific packaging for Japanese and Korean markets featuring traditional fishing motifs, premium gift-box formats, and seasonal limited editions aligned with local seafood consumption patterns.
• Sustainable Innovation Showcase
  Introduced biodegradable labels made from seaweed extract and developed the first-ever plantable tuna can labels embedded with sea lettuce seeds — turning empty packaging into ocean-positive actions.

“From heritage cans to conversation starters — Fowler’s found its voice in a crowded ocean.”

• Secured premium shelf space in 200+ specialty retailers across Australia and New Zealand
• Launched successfully in 5 Asian markets with localized packaging variants
• Generated 15% revenue growth in experimental product lines within 8 months
• Reduced packaging waste by 30% through innovative material choices

• Heritage needs translation, not replacement.
  By respecting Fowler’s legacy while speaking in contemporary visual language, we created bridges between old and new customers.
• Experimentation drives discovery.
  Limited runs of bold packaging concepts generated disproportionate buzz and valuable market feedback for future innovations.
• Sustainability sells stories.
  Consumers didn’t just buy tuna — they bought into ocean stewardship narratives that made them feel part of something bigger.
• Cultural nuance multiplies impact.
  Our research-driven approach to Asian market entry resulted in packaging that felt locally authentic rather than exported.

Fowler’s proved that even the most traditional products can embrace experimental thinking. Through innovative materials, cultural sensitivity, and story-driven design, we transformed humble tuna cans into premium brand ambassadors that honor the past while fishing for the future. The result was packaging that didn’t just contain product — it contained possibility.