Team Behind the Design
For the well-known seafood brand Orlando, MicroMedia created a packaging redesign that blends the freshness of the sea with the bold, spicy character of the Mexicana Tuna Salad.
Made to stand out on crowded shelves, the design turns everyday canned seafood into something that feels refined and current.
Packaging Design Analysis
Packaging design shapes how people sense quality and trust the moment they see a product.
In Orlando's case, MicroMedia refreshed a classic seafood brand with crisp lines, vivid contrasts, and balanced structure while preserving its connection to the sea’s spirit.
- Oceanic Blue Palette with Energetic Accents: The deep navy base feels calm and dependable. Turquoise and coral red accents add spark and appetite appeal while keeping your eyes centered on the logo and product name.
- Iconic Fish Tail Symbol: The fish tail mark is simple, legible, and connects clearly with Orlando’s tagline, “Explore the Best of the Sea.” The unique shape of the curved tail fin is used as a motif, making it an instant visual cue for the brand.
- Bold Typographic Hierarchy: Large, modern sans-serif type draws the eye first. Smaller geometric text supports it with clarity and structure. The mix feels confident and stays readable across different languages, showing that the design works in everyday settings, not just on mockups.
- Minimalist Wave Motif: Multiple single curved line moves through the design like a calm tide. It adds rhythm and links each product under one visual system. The wave keeps the layout clean while echoing the brand’s sense of movement and freshness.
- Flavor Differentiation Through Color Blocking: Each variant carries its own accent color. Coral red marks Mexicana, turquoise defines Beans & Tuna. The palette feels unified yet distinct, helping shoppers find their choice quickly while reinforcing Orlando’s visual identity on every shelf.
Impact & Recognition
The Orlando packaging redesign elevated the brand’s presence across European retail markets.
- The new design built a strong, unified brand presence across European markets.
- Its high-contrast color palette and clear information hierarchy improved visibility on the shelf.
- The modern maritime identity helped position Orlando with premium brands while keeping its approachable tone.
By merging visual simplicity with emotional storytelling, MicroMedia helped Orlando position itself among premium seafood brands while remaining true to its century-old legacy.
Collaborator Input
For an inside look at the project, here are takeaways from the creators.
Word from the Agency:
''The new design system had to work seamlessly across multiple product lines — Tuna Salad Mexicana and Beans & Tuna Salad — while maintaining brand consistency and a strong visual connection to the sea.''
— MicroMedia Design Team
What Brands & Agencies Can Learn from Orlando
This redesign proves that clear systems can renew legacy brands while keeping their roots intact. MicroMedia’s method shows how simplicity and intention create lasting strength in design.
1. Use Color as Strategy, Not Decoration
Every color in Orlando’s palette has a job. It directs focus, separates flavors, and builds emotion through tone. Agencies can take note by giving every visual choice a reason to exist.
2. Unify Modernity and Heritage
A strong update respects the past instead of discarding it. By reworking the classic fish-tail mark, MicroMedia kept Orlando’s story alive and gave it a cleaner, current edge.
3. Design for the Shelf Experience
Effective packaging begins with how people see it in real life. Clear typography, bold contrast, and smart accents catch attention in seconds. That quick recognition is what defines real shelf success.
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