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.

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’.