Sirena Tuna

Breathing new life into an Australian seafood 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 existing iconic assets and extend their portfolio of products to help cement them as Australia’s go-to authentic tuna 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. 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.

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.

In-Depth Case Study

How Sirena Tuna Made a Splash in a Commoditised Category

Canned tuna is having a moment. Once a reliable pantry back-up, it’s now being rediscovered as a protein powerhouse—ideal for everything from healthy ageing to muscle building. Australians are increasingly seeking foods that are convenient, versatile, and nutrient-rich, and canned tuna fits that bill perfectly.

The numbers tell the story. The Australian canned tuna market was valued at AUD 200.9 million in 2023 and is forecast to hit AUD 331.7 million by 2033, growing at a steady CAGR of 5.2%. Globally, the category is expanding even faster, expected to more than double by 2035 (Future Market Insights; Apollo Research Report).

This rise reflects a shift in how Australians view tinned seafood: it’s no longer just about quick meals, it’s about combining quality protein, sustainable sourcing, and authentic flavour in a way that supports everyday wellness.

Why Sirena Needed a Refresh
Founded in 1956, Sirena has been part of the Australian food story for nearly 70 years. With its iconic yellow tin and signature mermaid (Sirena means mermaid in Italian), it introduced Mediterranean flavour to Australian households and has since become synonymous with quality and authenticity.

But with an expanding range—moving beyond tuna chunks into salads, ready-to-eat meals, and snacks—the brand needed a more flexible identity system. The goal wasn’t reinvention; it was about modernising the core assets so they could continue to serve a portfolio that’s growing as quickly as the category itself.

Heritage That Resonates With Australians
Sirena’s story blends Italian roots with Australian taste, creating a brand that feels both exotic and familiar. Since 1956, the bright yellow tin and mermaid have been more than packaging—they’ve been a signal of quality fish, authentic flavour, and a splash of Mediterranean style at the Aussie dinner table.

The challenge wasn’t to overhaul these icons, but to refine them: keeping them instantly recognisable while ensuring they worked harder across multiple product formats and touchpoints.

Key Considerations: Consistency, Clarity, Sustainability

Consistency Across a Growing Portfolio
With more SKUs hitting shelves, from classic tuna to beans-and-tuna salads, the identity needed to flex. Every pack had to feel part of one strong family, without losing individuality.

Clarity in Busy Aisles
Shoppers are bombarded with choice. Simplifying and streamlining Sirena’s assets was critical to make decision-making easier and to highlight the premium quality that differentiates Sirena from commodity brands.

Sustainability Front and Centre
Australians are increasingly conscious of where their protein comes from. Sirena has long championed 100% pole-and-line caught tuna with traceable sourcing, and bringing this commitment forward visually was vital for building trust with health-conscious and ethically-minded consumers.

Design Refresh: Balancing Heritage and Modern Needs

A Modernised Mermaid
The mermaid was refined with sharper lines and simplified detail, giving her a confident, contemporary feel while retaining her charm.

A Can-Inspired Identity System
The yellow tin itself became a unifying brand device, providing a flexible framework for sub-ranges and innovation. This system makes it easier to expand into new categories while keeping everything unmistakably Sirena.

AI-Eyetracking for Impact
To validate the new design, AI-powered predictive eye-tracking was used to measure attention and visibility. Results showed that the simplified mark and clarified hierarchy improved standout at shelf and online.

Unified Shelf Presence
By refining the core assets and creating clear navigation, Sirena now has a cohesive presence across Woolworths, Coles, and independent grocers—one that’s as recognisable in a freezer aisle as it is in an e-commerce scroll.

Why It Matters for Today’s Consumers
Canned tuna shoppers are no longer just looking for “something quick.” They want food that’s nutritious, sustainable, and flavourful, whether they’re fuelling post-gym meals, prepping office lunches, or feeding a busy family.

Sirena’s refreshed identity ensures it continues to meet these needs by:

Highlighting its protein-rich, healthy profile.
Reinforcing its sustainability credentials.
Delivering a modern, approachable look that appeals to younger consumers entering the category.

A Stronger Sirena on Shelf

Sirena’s refreshed packaging has already helped solidify its position as Australia’s leading authentic tuna brand, delivering clarity and confidence to shoppers and retailers alike.

Clearer brand blocking means Sirena is instantly recognisable in crowded tuna aisles
Improved appetite appeal with simplified, modernised assets that support flavour and quality perception
Flexibility for innovation, allowing Sirena to expand confidently into salads, snacks, and new meal solutions
Stronger sustainability messaging that builds credibility with ethically aware consumers

Conclusion: Ready for the Next Wave

The Sirena redesign demonstrates how even an iconic brand can evolve without losing its soul. By refining the mermaid, amplifying sustainability, and unifying its look, Sirena is positioned not just as a heritage favourite, but as the go-to tuna for modern Australian households.

In a category being redefined by the protein trend and wellness-driven consumers, Sirena’s new identity ensures it remains both relevant and inspiring—an everyday essential with genuine Mediterranean flair.

References:
[1] Future Market Insights – Australia Canned Tuna Market Report 2025-2035
[2] Apollo Research Report – Australia Canned Tuna Market 2023-2033
[3] One Small Step Collective – Sirena Heritage Case Study
[4] Stellina Marfa – Is Sirena Tuna Actually Sustainable?
[5] Sourcing Transparency Platform – Sirena Company Profile