Mare Aperto

In canned tuna, the product itself is invisible. When a mass-market brand introduces a higher-end product, the step up in positioning therefore needs to be expressed through the pack. Jealsa, the Spanish company and global leader in canned seafood, chose Reverse Innovation and ATC – All Things Communicate for the launch of a new premium product under the Mare Aperto brand in Italy.

The challenge behind the design project was twofold. The pack needed to support a premium positioning, setting itself apart from the rest of the range, while still remaining clearly recognisable as part of the Mare Aperto brand. After exploring several creative routes, from continuity with the existing system to more radical solutions, the final choice was a disruptive direction compared with the rest of the range, while preserving the brand’s distinctive assets.

The most important decision concerned the colour palette. The background moves away from the light blue that identifies the range and becomes a solid midnight blue, applied across the entire surface without divisions, in order to enhance the premium positioning of the line.

Against the blue, gold is used for the naming and the surrounding details. It is one of the most immediate signals of value available in packaging design, and precisely for this reason it needs to be carefully controlled. The amount was calibrated so that the pack could convey selection and attention to detail without slipping into a level of luxury that would feel inappropriate for an everyday product.

For the product shot, we handled both the styling and art direction. The tuna is shown whole, with the compact slices clearly visible, on a blue plate that connects visually with the background, accompanied by lettuce leaves, cherry tomatoes and olives. The choice of a simple garnish keeps the fish at the centre of the composition and allows the texture of the flesh to remain clearly visible, one of the most tangible quality cues of yellowfin tuna.

The information hierarchy on the front of pack was reduced to the essentials, with the selected name placed prominently beneath the logo and the species descriptor and packing liquid immediately below. Alongside it, the bilingual easy-peel icon was enhanced within the system. The back of pack remains entirely dedicated to regulatory requirements and certifications.

We worked on the naming together with the client, presenting proposals organised into three distinct semantic areas, each corresponding to a different strategic approach to the product identity, spanning selection, quality and evocation. The chosen name then became the element around which the entire front of pack is built.

The secondary packaging was developed in three-can and six-can formats, treated as a single system in which proportions change while the hierarchy, colour palette and image treatment remain consistent.