Bumble Bee Seafoods has been on a brand reinvention journey, working to inspire consumers everywhere to eat well no matter what. That includes the development of a new brand identity and packaging design, recently announced as the winner of Chief Marketer's 2023 Pro Award for Best Package Design.

Created by PKG Brand Design, the new brand logo connects directly to the Bumble Bee company heritage. The original Bumble Bee Cannery sat on Pier 39, one of the most dangerous capes on the mouth of the Columbia River, near Astoria, Oregon, where many ships were lost. A lighthouse was built to guide those ships in safely, lighting the way forward, like the Bumble Bee brand does for the category.