SIRENA TUNA
Breathing new life into an Australian icon
Founded in 1956, Sirena’s iconic yellow tinned tuna has been a category leader and Australian favourite for over three generations. Building on the heritage of its European origins, the brand brings an authentic taste of Italy to Australian shores.
But with an increasingly extensive portfolio, a brand revision was necessary to keep the brand expression not only consistent but also flexible enough to support continued growth. In a true collaborative effort, we helped Sirena build on their exisiting iconic assets and extend their portfolio of products to help cement them as Australia’s go-to authentic tuna brand.
An iconic Australian heritage brand
Sirena, already strong on shelves nationwide with its iconic yellow and signature mermaid, required modernisation and enhancements rather than a complete brand overhaul.
We worked with Sirena to develop and refine its key brand assets to create a modern take on the brand mark based on its signature product, the tuna can. The simplified mark allows for continuity across the entire product range while doubling down on the brands heritage and quality.
AI tick of approval
Using A.I powered predictive eye-tracking technology, we were able to determine the best objective outcome for the brand mark in terms of consumer attention.
Solidifying the leadership position on shelf
By simplifying and refining the core brand assets, we enhanced the distinctive look that embodies the essence of Sirena. This enabled us to strengthen the overall brand experience as it extends beyond canned tuna into other products across the portfolio, solidifying its position category leader.
What we did:
Packaging Design, Production & Final Art
