FIN – Nothing But Tuna
|The Creative Circus
|Carol Ehreth, Kate Gallihugh, Emory Kole
Thanks to shady and old school tin cans, tuna often gets lumped into the
mystery meat category and is viewed as preservative-full, fake fish that’s more
suitable for cats rather than humans. The outdated packaging leaves much to
the imagination – resulting in queasy shoppers and a sea of questions about
what’s inside. Fin’s Nothing But Tuna product line aims to reimagine the
canned tuna world by committing to full transparency about their product
and their business practices.
The design confronts misconceptions about canned fish products head on.
Using fresh colors and bold typography, the packaging more accurately
depicts the natural, healthy contents. The product name breaks through
warped type, which represents the school of misconceptions that often surround
With a Pacific Ocean to table philosophy, Fin operates out of an eco-friendly
factory where the tuna is steamed, cleaned, and vacuum sealed– along with a
small amount of water– into biodegradable, compost-friendly pouches. These
pouches employ existing technology using Organic Compound Plastics,
which harmlessly decomposes anywhere microbes are present and leaves no
toxic waste behind. Comparatively, aluminum cans contain BPA and their
production releases a large amount of PFCs, a powerful greenhouse gas. Not
only do the pouches cost the same and have the same shelf life as aluminum
cans, they take up less space in transportation and on the shelf.
The drain nozzle installed in the bottom of the pouch allows consumers to
drain the fresh water as desired. The back of the package features a call to
action encouraging consumers to compost after use. Fin’s pouch is reseable
for easy on-the-go enjoyment and storage. With their commitment to ecology,
flavor, and freshness, Fin has created a money-saving and delicious alternative
to buying from the fish counter.