Pelicanned is a brave new identity that brings humor and heart to the canned seafood market. With its witty name and charismatic pelican mascot, the brand creates an instant emotional connection and challenges the visual monotony of the category. Developed as a creative initiative by Backbone Branding student Mane Melikyan, this project reflects our dedication to empowering students to create daring, original concepts.

The canned seafood market has been filled with uninspired packaging, dominated by generic illustrations and a lack of distinct character. Most brands blend into one another. The challenge was to revive the category with something genuinely fresh and full of life.

Our solution began with a hero: the Pelican. This led to the brand name "Pelicanned," a memorable fusion that sets the tone for a smart and playful identity. The mascot is more than just an illustration; it is a structural design feature. With a charming posture and a fish in its mouth, the Pelican immediately captures consumers' imaginations. Its beak wraps around the container in a visually captivating manner, and as you open the can, Pelican's gaze meets yours through the lid, creating a personal connection with each customer.