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What Does This Lighthouse Have to Do with Tuna?

In the 3-second shopper window, a lighthouse can sell tuna better than the brand name. Distinctive assets like this do the heavy lifting—triggering trust, freshness, and premium cues that drive purchase. This is what winning on the shelf looks like.

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Sep 17, 2025
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Description Description

Distinctive assets can override logic at the shelf, and that’s exactly the point.

In a crowded tuna set, one brand wins not by explaining itself, but by signaling quality instantly. The lighthouse on Bumble Bee’s packaging does heavy lifting. It cues freshness, heritage, even a sense of coastal authenticity. Rationally, a lighthouse has nothing to do with tuna. Visually, it has everything to do with trust.

That’s the power of strong food packaging design. A single, consistent icon can anchor perception and help distract from weaker elements, such as a brand name that doesn’t naturally connect to the category. Compared to glossy, overly saturated competitors that feel artificial, this execution leans into restraint and classic maritime cues.

Great snack packaging design and center-store packaging alike rely on these assets. When done right, they create an emotional shortcut. Shoppers don’t analyze. They recognize. And recognition drives choice.

transcript Video Transcript
transcript-icon
  • 00:00:00 I don't understand what a bumblebee has
  • 00:00:01 to do with tuna.
  • 00:00:05 Hey guys, it's Shopping with Christy.
  • 00:00:07 I'm at King Supers today and I want to
  • 00:00:09 just quickly hit the importance of
  • 00:00:11 distinctive assets for you guys at the
  • 00:00:13 shelf. Look at that. I don't know why,
  • 00:00:15 but for me, I look at it and I'm like,
  • 00:00:17 "Ooh, that is fish. It's probably
  • 00:00:20 fresher fish because there's a
  • 00:00:22 lighthouse there." Obviously, that's
  • 00:00:25 probably not actually accurate, but in
  • 00:00:27 my mind, I'm like, "Ooh, there's a
  • 00:00:29 lighthouse. This is like a fisherman.
  • 00:00:31 This is like a premium fisherman brand.
  • 00:00:32 It almost looks a little preppy." Um, in
  • 00:00:35 its color selection, right? Bumblebee
  • 00:00:38 looks beautiful. Looks like it's going
  • 00:00:39 to be pressure better than, let's say,
  • 00:00:42 this item, which looks like it's fake.
  • 00:00:44 Look how glossy, a little old school
  • 00:00:46 that packaging is. And almost so vibrant
  • 00:00:49 that it's like fake. Look at the power
  • 00:00:51 of that lighthouse. And it also kind of
  • 00:00:53 distracts me from the fact that this
  • 00:00:55 brand is called Bumblebee, and I don't
  • 00:00:57 understand what a bumblebee has to do
  • 00:00:58 with tuna. But now I don't care because
  • 00:01:00 I'm looking at the lighthouse. Okay,
  • 00:01:03 good job there by the Bumblebee
  • 00:01:04 designers. Talk to you later. Bye.
Christy Lebor, Partner and Head of Brand Development at SmashBrand, brings two decades of Fortune 500 CPG experience (Kraft, PepsiCo, Unilever). Leverage her expertise in launching Axe Body Wash and the Dove Campaign for Real Beauty to help your FMCG brand scale from disruptor to market leader.
Christy Lebor Partner & Head of Brand Development, SmashBrand
45 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

  • Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
  • Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
  • Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
  • Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
  • Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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