Packaging (Idea) of the Month: Boot-shaped metal can for canned fish

Note: We first became aware of the Barca-Napoletana concept through social media and a now-removed post by the World Brand Design Society, where the design was shared repeatedly—without any critical assessment of its feasibility. We didn’t want to let this go uncommented, as our experts immediately recognized the structural problems. In our “Packaging of the Month” column, we usually highlight the positive aspects of a package—and we’ll do the same here, as the Barca-Napoletana concept has plenty of them. However, we’ll then deliberately take a critical look at the design, which was published as a finished solution even though it’s actually a work in progress. For as successful as the graphics may be, packaging design—in terms of form—always requires technical adaptation and development. The images of the concept shown in this article are sourced from the internet and are property of Studio Atyan.

Our “Packaging of the Month” is one that, so far, exists only on paper, so to speak. And it will almost certainly remain that way—at least in its current form, since this version is virtually impossible to physically realize. Implementing the Barca Napoletana concept would involve far too much effort. In the following, we’ll first present the packaging idea, which is undoubtedly extremely well-executed but hasn’t been fully thought through or considered holistically. That’s why we’ll take a critical look at the structural problems of the boat-shaped metal can for canned fish.

The greatest strength of the Barca-Napoletana concept lies in its unique shape. Instead of a traditional tin can, the packaging takes the form of a stylized fishing boat, thereby making the brand name “Barca” immediately recognizable, since “la barca” means “boat” or “barge” in both Italian and Spanish. Here, the shape not only serves to attract attention and set the product apart from the competition, but also fulfills a central communicative function. It establishes a direct connection between the brand, the product, and its maritime origins, and plays a key role in the visual narrative. This creates a strong visual identity that goes far beyond what can be achieved through food shots, illustrations, or typography alone. The packaging itself becomes a vehicle for the brand message.

While the shape is intended to attract attention, the designers of the concept have deliberately opted for restraint in the surface design. The two-part color scheme gives the can structure while also helping to differentiate between the various varieties. For the most part, the surface remains white, conveying freshness, purity, and transparency. Overall, this creates a calm and high-quality impression. Especially when compared to conventional canned fish products, which often feature a multitude of graphic elements, this approach comes across as pleasantly minimalist. The design elements used also follow a clear principle. The fish as the product image, the anchor as a maritime symbol, and the classic typography immediately reference the product’s origin and contents. Nothing appears superfluous or decorative. Every detail fulfills a specific function within the visual communication and helps to underscore the concept’s high-quality character.

In theory, the concept has a phenomenal impact at the point of sale. Above all, the unusual boat shape, combined with the metallic finish, ensures that the packaging immediately catches the eye. It is no longer perceived as an ordinary can, but as a design object in its own right with a strong brand identity. Precisely because the graphic design is relatively minimalist, the shape stands out to the fullest. The result is an exceptionally high level of attention on the shelf, without appearing loud or intrusive.

The Barca-Napoletana concept was developed by the Armenian design studio Atyan. The goal of the design was to consistently translate the product’s history into the packaging and to make the connection between fishing, tradition, and the brand immediately apparent. Instead of simply printing maritime motifs on a standard can, the designers turned the packaging itself into a narrative element. This approach earned the concept international recognition within the creative and packaging industries. The seamless integration of form, brand message, and storytelling was particularly praised. The project impressively demonstrates how packaging design can go beyond mere functionality and become an emotional brand experience.

From a design perspective, the Barca-Napoletana concept is definitely one of the most exciting packaging ideas of recent years. The shape, brand name, and product universe mesh perfectly, creating exceptional storytelling. At the same time, however, the boat-shaped geometry raises numerous technical questions—particularly regarding leak-tightness, seaming, and industrial manufacturing. We’ll take a closer look at the tension between creative design concepts and technical feasibility as we proceed.

With the Barca-Napoletana concept, we’ve selected a package—or rather, a packaging idea—as our “Packaging of the Month” that is aesthetically compelling in every respect. The boot-shaped metal tin creates an exceptionally successful connection between the brand, the product, and its origin, and impressively demonstrates the potential of creative packaging design. However, we cannot help but view the concept critically. For as original and eye-catching as the idea is, its technical implementation in its original form proves to be difficult—if not impossible.

A key feature of the concept is the consistent application of the brand name “Barca” (Italian/Spanish for “boat” or “rowboat”) to the packaging design. The can resembles a small fishing boat and thus becomes the brand’s most important communication tool, supported by a minimalist, high-quality design featuring maritime symbols and clear typography. However, the unusual boat shape is also the concept’s greatest weakness. This is because the sharply tapered sections and tight radii conflict with the requirements of industrial can production.

The manufacture of food cans is one of the most highly standardized segments of the packaging industry—and for good reason. Diameters, heights, lid sizes, and geometries are largely standardized because the required tools and production equipment entail enormous investments. Custom solutions are usually economically viable only for very large production volumes. Any deviation from established can and lid geometries leads to significant technical and economic challenges. A custom shape such as that of the Barca Napoletana concept would, among other things, require the development of special deep-drawing tools as well as modified or entirely new filling and sealing lines. The investment costs would be correspondingly high.

There is also another crucial factor: Irregular shapes inherently increase the risk of leaks. While round or oval geometries distribute stress evenly, widely varying radii create local stress peaks. For this reason, the canned food industry has numerous standards and specifications that describe proven geometries and enable their safe industrial processing.

With the Barca-Napoletana design, it is primarily the very tight radii at the bow and stern of the boat’s hull that cause major problems. These areas make it considerably more difficult to manufacture the can reliably and seal it securely.

Problem 1: Flanging works on an industrial scale only with larger radii

Cans are sealed using a process known as flanging or double-seam sealing. In this process, the lid and can body are mechanically deformed together and joined to form a permanently airtight seal. The seaming rollers used for this purpose work most reliably with constant radii and uniform curvatures. However, these conditions are precisely what are lacking in the boat-shaped can. Very tight radii and sharp changes in contour occur, particularly at the tip. This can result in uneven seams, inconsistent seaming quality, and insufficient seaming compression. Consequently, the risk of leaks increases dramatically.

Problem 2: Material compression and material stretching can reduce leak tightness

During the seaming process, the so-called lid curl is folded over and pressed against the can body. However, in areas with very small radii, the material must deform to varying degrees. Material compression occurs on the inside, while the outside is stretched. This can lead to wrinkling, paint cracks, and localized material weakening. Even if the can appears intact on the outside, it may have microscopic leaks that compromise product safety. Such risks are particularly unacceptable for sterilized canned fish, as the hermetic seal of the packaging is a key requirement for shelf life.

Problem 3: Tool Accessibility Is Limited

Another critical issue concerns the geometry of the seaming tools themselves. The seaming rollers used in the industry typically have diameters of about 30 to 60 millimeters. If the radius of the can’s contour is smaller than the tool geometry, the roller can no longer follow the contour cleanly. The required path of movement becomes too narrow, which compromises the quality of the seal or makes it impossible to properly process certain areas. It is precisely in this critical area that the tapered ends of the Barca Napoletana can are located.

Problem 4: Stresses During Sterilization Jeopardize Structural Stability

Canned fish are sterilized in autoclaves after sealing. This process involves temperatures of approximately 121 degrees Celsius and significant pressure loads. During this process, forces act on the entire can body. With standardized geometries, the stresses are distributed more or less evenly. Tapered shapes, on the other hand, create local stress peaks. This increases the risk of deformation, material fatigue, or weak spots in the area of the seam. The more complex the geometry, the more difficult it becomes to ensure structural stability throughout the entire sterilization process.

The basic idea behind the Barca-Napoletana concept therefore by no means needs to be discarded. With significantly smoother contours and radii in the range of about 15 to 20 millimeters, it would be possible to develop a technically much more realistic interpretation of the boat’s design. A look at the market also confirms that this approach is viable: The Tulip can shown below is already a comparable solution that utilizes precisely these softer contours and larger radii—and thus impressively supports our analysis.

The Barca-Napoletana concept demonstrates just how powerful packaging design can be when form and brand story merge. But it also highlights a key insight in packaging development: even the best design loses its value if it cannot be implemented technically and economically. Successful packaging is created when creativity, engineering, production, and product protection are considered together from the very beginning.

It’s no coincidence that we’re called B+P Creality. At the very heart of our holistic approach is the goal of bringing creativity and reality into 100 percent harmony.