Wild Planet rolled out a portfolio-wide redesign that sorts its canned seafood by color, so species, pack liquid and flavor read at a glance. The new look, a revamped ocean-and-leaf logo, big protein callouts and a fish pattern along the base of every can, began reaching shelves nationwide on September 17, 2026. Read through the pack, this is a shelf-navigation play. Canned seafood is a hard aisle to shop, because the cans look alike and the thing that matters, which fish and how it's packed, sits in small type. Giving each species its own color turns the whole wall into something a shopper can read from a few feet away, and it lets the protein number carry the pitch for people who are really buying grams. The revamped ocean-and-leaf logo and the fish pattern along the base of every can hand the range one signature, so a stack of different products still reads as a single brand.
Wild Planet kept its products and rebuilt the look across the whole portfolio. The range now uses a color-coded system organized by species, pack liquid and flavor, a revamped ocean-and-leaf logo, prominent protein callouts, a Premium designation, prioritized Wild-Caught messaging, and a signature fish pattern across the bottom of every can.
It's a shelf-navigation play. Canned seafood is hard to shop because the cans look alike, so Wild Planet gave each species its own color to make the aisle readable at a glance and moved the protein number to the front. The redesign has to hold those color distinctions across tins, cans and Ready-to-Eat bowls and under very different store lighting.
Wild Planet announced the redesign on September 17, 2026 and began rolling it out on store shelves nationwide, with the new packaging set to keep appearing over the coming months. The refresh landed alongside the brand's Lunch Offline campaign built around its Ready-to-Eat Tuna Bowls.
Sources: Wild Planet press release, NOSH, The National Provisioner. Product image: Wild Planet.
More on Pack Pulse Daily · How creators became CPG’s sales force