Greenpeace Just Tuna

Our #JustTuna concept and visual identity created a campaign that became front-page national news.

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"It's going really well with over 87,000 people joining the campaign for sustainable and ethical tuna. HAA created a versatile, vibrant asset package that catered to all of our needs and really brought the campaign to life."

Emily Buchanan, Art & Editorial Coordinator Greenpeace

The Challenge

  • Greenpeace needed to reinvigorate a well-worn campaign: expose the dirtiest brands in the UK tuna market with its annual league table.
  • Yet it also wanted to give equal weight to a bigger truth beyond sustainability: the terrible human rights abuses in the tuna industry.
  • The core concept and visual identity had to be striking yet sensitive, pressuring for change in a global industry that exploits people and planet for profit.

The Solution

  • We created a powerful rallying cry for Greenpeace’s campaign: Just Tuna (#justtuna).
  • Just Tuna calls for justice in the tuna industry and for sustainable fishing methods that catch just tuna instead of destroying other sea life.
  • We brought our #JustTuna concept to life with a fresh, flexible visual identity for Greenpeace’s teams: a logo, colours, pattern and other creative assets for online use.
  • To deliver Greenpeace’s 2015 tuna league table for consumers as an eye-catching physical product, we conceived a concertina leaflet ranking the major UK tuna brands from best to worst.
  • On the reverse of the leaflet, we created a (literally) unfolding series of vivid data visualisations to depict the shocking statistics from the tuna industry.

The Results

Greenpeace Just Tuna Campaign design by Human After All design agency

Greenpeace Just Tuna campaign consumer guide design - image 1

Greenpeace Just Tuna campaign consumer guide design - image 2

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Greenpeace Just Tuna campaign data visualisation - image 1

Greenpeace Just Tuna campaign data visualisation - image 2

Greenpeace Just Tuna campaign data visualisation - image 3

Greenpeace Just Tuna campaign data visualisation - image 4

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Greenpeace Just Tuna campaign data visualisation - image 7

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