Coley Porter Bell overhauls John West packaging

Coley Porter Bell has rebranded canned fish brand John West, repositioning it and designing packaging to better engage consumers.


The consultancy says it was appointed to the project last year following a pitch that consisted of ‘several rounds of strategy and creative proposals’, as well as chemistry and procurement meetings.

Part of the brand overhaul saw it rationalise the packaging across the range, which numbers 103 individual products and begins rolling out today. 


Consumer research carried out by Coley Porter Bell informed the new strapline, ‘Leading The Way Since 1857’, which aims to highlight the brand’s heritage and leadership in the canned fish category.

The packaging was redesigned to move away from the ‘unnatural’ former colour palette, with more natural colours used to better align the products with the sea.


The new palette uses  ‘marine-themed greens and blues’ for the standard range; metallic silver and teal for the standard plus and black, dark green and silver for the premium range.

A shoal motif is used across the range, showing silhouettes of fish and fishing equipment.

Vicky Bullen, Coley Porter Bell chief executive, says, ‘This was a fascinating and demanding brief. Using a canvass that measures just a few inches square we have to communicate a new positioning, add value to the brand, and differentiate it from its rivals.’

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