UK-based design agency Coley Porter Bell (CPB) has designed the rebranded canned fish brand John West.

The new design moves away from the unnatural former colour palette and uses natural colours to better align the products with the sea.

Go deeper with GlobalData

Go deeper with GlobalData

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

The new palette utilises marine-themed greens and blues for the standard range and metallic silver and teal for the standard plus and black.

Dark green and silver have been used for the premium range and a shoal motif is used across the range, showing silhouettes of fish and fishing equipment.

In order to highlight the brand’s heritage in the canned fish category, CPB has incorporated the new strapline ‘Leading The Way Since 1857’.

 

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Packaging Gateway Excellence Awards - Nominations Closed

Nominations are now closed for the Packaging Gateway Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
From rising paper prices to plastic reduction targets, Morris Packaging is tackling today’s toughest packaging challenges – and has won three 2025 Packaging Gateway Excellence Awards for it. Learn how Revopack and EcoPour deliver recycle-ready, high-impact packaging that boosts efficiency from filling line to retail shelf.

Discover the Impact