Wild Planet Unveils Bold New Packaging Designed to Bring Consumers Closer to the Wild
Wild Planet, a pioneer in sustainably caught canned seafood, is introducing a refreshed visual identity across its portfolio as the company looks to make its products easier to shop while reinforcing its long-standing commitment to responsibly sourced seafood. Alongside the packaging redesign, the brand has launched its new “Lunch Offline” campaign, encouraging consumers to step away from their screens, take a meaningful midday break, and reconnect with the outdoors.
The packaging update and campaign represent two connected elements of Wild Planet’s brand strategy. While the redesigned cans aim to simplify the shopping experience for consumers navigating crowded grocery shelves, Lunch Offline focuses on encouraging people to slow down during the workday and spend more time away from their desks and digital devices.
Since its founding in 2004, Wild Planet has built its identity around wild-caught seafood and sustainable fishing practices. The company works with select fisheries and uses fishing methods such as pole-and-line fishing, which can help minimize bycatch and support healthier marine ecosystems. The brand says its latest initiatives continue that commitment while presenting Wild Planet in a more contemporary and accessible way.
New Packaging Designed for Easier Shopping
The new packaging is being introduced across Wild Planet’s product portfolio and is designed to help consumers more quickly understand what each product offers. A redesigned ocean-and-leaf logo gives the brand a refreshed appearance, while a new color-coded system helps shoppers differentiate products according to species, pack liquid, and flavor.
The redesign also places greater emphasis on nutritional and product attributes. Prominent protein callouts are intended to make the products’ nutritional value easier to identify, while a “Premium” designation provides another point of differentiation within the portfolio. Wild-caught messaging has also been given greater prominence, reinforcing one of the central characteristics of the Wild Planet brand.
A signature fish pattern appears along the bottom of each can, adding another visual element that connects the packaging to the company’s seafood heritage.
According to Wild Planet, the redesign is intended to balance modern shelf appeal with the company’s established identity and sustainability-focused values.
“Our refreshed look brings a vibrant, sophisticated presence to the shelf while making it easier than ever for shoppers to find high-protein, wild-caught nutrition,” said Sue Thanavaro, Brand Marketing Director of Wild Planet.
Thanavaro added that although the company has updated its visual presentation and shopping experience, its core product philosophy has not changed. Wild Planet continues to emphasize wild-caught seafood, sustainable sourcing, natural nutrients, flavor, and products made without fillers.
As the redesigned packaging begins appearing in stores nationwide, consumers will see the updated look roll out over the coming months.
Lunch Offline Encourages Workers to Step Away From Screens
Wild Planet is pairing its packaging refresh with the Lunch Offline campaign, which takes the company’s “wild” positioning beyond the grocery aisle and into consumers’ everyday routines.
The initiative encourages workers to take an actual lunch break, leave their desks, step outside, and use the middle of the workday as an opportunity to recharge. The campaign particularly focuses on hybrid workers, whose work routines can often involve extended periods of screen time and limited opportunities to get outdoors.
To better understand these habits, Wild Planet commissioned a survey of 2,000 hybrid workers through Talker Research. The findings highlighted a significant disconnect between workers and outdoor time during the workday.
The survey found that 56% of respondents regularly fail to go outside during an in-office workday beyond the time spent commuting. Lunch habits were also a concern, with 85% saying they skip their lunch break at least occasionally. At the same time, 91% agreed that taking a midday break is essential.
The findings also indicated a strong interest in spending more time outdoors. According to the survey, 78% of respondents would prefer to eat lunch outside during most of their workdays, while 67% said they are currently placing greater priority on outdoor time than they did in previous years.
The perceived benefits of stepping away from screens were also notable. Sixty-four percent of respondents said fresh air completely resets their focus, while 58% said taking breaks from screens is important for maintaining mental clarity.
Wild Planet is using these findings to position Lunch Offline as more than a traditional product marketing campaign. The company is encouraging workers to make outdoor time and genuine lunch breaks a more deliberate part of their workday.
Seattle Pop-Up Brings the Campaign to Life
The Lunch Offline initiative officially came to life through an interactive pop-up event in Seattle on September 15. The event invited workers to temporarily trade their desks for an outdoor experience featuring fishing lessons, custom outdoor merchandise, and complimentary Wild Planet Ready-to-Eat Tuna Bowls.
More than 500 people attended the Seattle activation, giving participants an opportunity to spend part of their workday outside while experiencing the campaign firsthand.
The event incorporated hands-on fishing activities designed to connect participants with Wild Planet’s seafood heritage. Attendees could also sample the company’s Ready-to-Eat Tuna Bowls, which are designed for convenience without requiring heating or preparation.
The bowls feature sustainably pole-and-line caught wild skipjack tuna along with organic vegetables, legumes, pasta, and grains. Wild Planet positions the products as nutrient-dense meal options suitable for consumers looking for convenient food during busy days.
By combining outdoor activities with ready-to-eat meals, the Seattle event illustrated the central message behind Lunch Offline: workers can take a break from their screens while still enjoying a convenient and nourishing lunch.
Several attendees reportedly described the experience as one of the most relaxed workdays they had experienced in months, reflecting the campaign’s broader emphasis on creating a genuine pause in the workday.
Connecting Sustainability With Everyday Wellness
Wild Planet’s latest initiatives connect two themes that are increasingly important to consumers: responsible seafood sourcing and more balanced daily routines.
The packaging redesign makes sustainable and wild-caught attributes more visible at the point of purchase, while Lunch Offline encourages consumers to think differently about how and where they eat their meals.
“As daily routines keep us locked to our screens, ‘Lunch Offline’ is our invitation to step away from office walls and rediscover the restorative energy of nature,” Thanavaro said.
She added that the Seattle pop-up was intended to demonstrate that taking a lunch break can be about more than simply eating. It can also provide an opportunity to spend time outdoors, enjoy responsibly caught seafood, and return to work feeling refreshed.
As Wild Planet’s new packaging continues to reach store shelves nationwide, the company is simultaneously expanding the conversation around how consumers experience food during their daily routines. The combination of a modernized package design and an outdoor-focused campaign allows the brand to reinforce its wild-caught heritage while engaging with changing consumer habits.
For Wild Planet, the message behind both initiatives remains closely connected to its identity: choosing seafood sourced from the wild, understanding where food comes from, and making time to step away from increasingly screen-focused routines.
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